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Is Lamb Promotion Working?

By Jr. Oral Capps and Gary W. Williams

Abstract

This objective of this study is to determine whether the advertising and promotion dollars collected and spent by the American Lamb Board on lamb promotion since the inception of the Lamb Checkoff Program have effectively increased lamb consumption in the United States. The main conclusion is that program has resulted in roughly 7.6 additional pounds of total lamb consumption per dollar spent on advertising and promotion and $41.59 in additional lamb sales per dollar spent on advertising and promotion.Lamb, Lamb Promotion, Livestock Production/Industries, Marketing,

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Citations

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