CONTENTS

The Returns to Brand Advertising in the California Almond Industry

Manager's Viewpoint

California Almond Program Litigation Returns to 9th Circuit Court of Appeals

Editor's Notes

Director’s Corner

NEC-63 Denver Meeting Notes

Next Meeting

NEC-63 Denver Meeting Notes

by Henry Kinnucan

A symposium entitled "Economic Analysis of Meat Promotion" was held in Denver, Colorado June 2-3, 1995. Sponsored by the Research Committee on Commodity Promotion (NEC-63), speakers from the meat industry, commodity promotion organizations, and academia addressed a variety of issues dealing with meat promotion effectiveness. The symposium had four main sessions; Institutional Setting and Issues, Case Studies of Meat Promotion, Commodity Promotion and Market Extension, and Roundtable Discussion on Opportunities, Strategies, and Challenges.

In addition to hearing about the market segmentation strategies of the National Livestock and Meat Board and the international marketing activites of a major meat exporter, attendees were treated to empirical analyses of meat promotion effectiveness in Australia, Canada, and the United States. Institutional issues such as strategic planning, coordination, lobbying, information sharing and accountability were discussed in some detail. Research issues, including parameter robustness, accounting for advertising costs, health information effects, and cross-commodity substitution were highlighted in the roundtable discussion. A Proceedings, which includes the original papers augmented with additional case studies that could not be included in the program and summaries of participant discussions, is expected to be available for distribution September 1, 1995. A copy can be obtained by contacting NICPRE at:

NICPRE
349 Warren Hall
Ithaca, New York 14853-7801