The role of promotion tools used in the Spanish campaign to promote new lamb meat cuts

Aim of study: The first purpose of the present study was to investigate the level of recall of the adverting campaign promoting the new lamb meat cuts. The second objective was to investigate which promotion tools are more important to consumers and retailers.Area of study: This study took place in the city of Zaragoza, where lamb meat promotional activities have been conducted at three different levels: generic promotion of the sector, Regulatory Council of Ternasco de Aragón promotion campaign and producer brand promotion.Material and methods: Data was collected through personal questionnaires (401 consumers and 55 retailers).Main results: Results suggest that the promotion campaign has not contributed as much as expected to spread the knowledge of the new lamb cuts among consumers. Both consumers and retailers attached more importance to in-store marketing promotional tools. Three consumers segments were identified based on promotion tools preferences. Comparing between consumers and butchers’ opinion the only significant difference was found in using internet and social network as a promotional tool.Research highlights: A general trend has been observed since the majority of consumers and retailers consider that the most important promotions tools are those conducted inside the point of sale. On the view of these results, it could be better for future campaigns to increase promotional effort inside the point of sale, where consumers make their final purchase choice.

Generic promotion of Norwegian seafood exports

The Norwegian Seafood Council (NSC) works cooperatively with its seafood industry to develop foreign demand for Norwegian seafood through generic promotion and advertising. The generic promotion activities are financed through fees levied on all Norwegian seafood exports. Using an econometric simulation approach, the study addresses two key questions regarding the NSC generic seafood export promotion programs over time: (1) What have been the effects of those programs on the Norwegian seafood export volume, price, and revenue in the aggregate? (2) Have Norwegian seafood producers, exporters, and other stakeholders benefitted from the export-levy-funded generic export promotion programs? Examining potential scenarios for a likely range of the price responsiveness of the Norwegian seafood export supply, the study finds that NSC promotion added about 12% to the aggregate export value of Norwegian seafood between 2003 and 2017 resulting from an addition to the export price and volume of 10% and 4%, respectively. About 17% of stakeholder profits over that period was due to the promotion programs resulting in an industry profit benefit to cost ratio of about 12 to 13 to one.

Advertising with Supply Control: Some Implications of Norwegian Whitefish Export Promotion

An issue for generic advertising in agricultural markets with unregulated supplies is that the promotion-induced demand shift could lead to a supply response that substantially attenuates the price effects of the promotion. For the generic promotion of fish exports, however, the concern is generally just the opposite—the possibility that extensive government supply controls could render promotion efforts to expand export sales ineffectual due to little or no supply response. This study considers the effects of government whitefish (cod, haddock, and others) supply controls on the effectiveness of the Norwegian Seafood Council (NSC) whitefish export promotion program. We use an econometric simulation model to measure the effectiveness and returns to NSC whitefish export promotion under a range of possible export supply control conditions. Results indicate that effective supply control maximizes the return to promotion and that ineffectual supply control imposes a potentially large opportunity cost on the promoting industry.