한우고기 소비활성화를 위한 광고효과분석

• 영문명: (Economic Impact of Hanwoo Advertising Programs on Koeran Beef Demand)
• 발행기관: 한국농식품정책학회
• 저자명: 정찬진(Chan-Jin Jeong) 김기현(Ki-Hyun Kim) 한성일(Sung-Ill Han)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 39권 2호, 194~209쪽, 전체 16쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

This study evaluates the economic impact of Hanwoo advertisement on Korean beef demand. The study specifies a double-log beef demand model as a function of Hanwoo retail price, pork price, chicken price, imported beef price, per capita income, and advertising expenditure. To account for the dynamic nature of advertising effect on actual consumption, the study generates a capital stock variable for advertising expenditure. The demand model is estimated using monthly data for the period of August, 2005 to June, 2011, then is simulated with and without advertising expenditure to analyze the advertising effect on beef demand. Results indicate that own retail price, per capita income, and advertising were important variables in explaining the change in Hanwoo beef demand during the study period. The results also find that the rate of return of the Hanwoo advertisement was 14.10, which means the Hanwoo checkoff program generated 14.10 Korean Won for each 1 Won it invested. The finding suggests that the advertising program has been highly effective and could be further expanded.

목차

Ⅰ. 서 론

Ⅱ. 한우자조금사업의 전개 및 내용

Ⅲ. 광고효과의 경제성 분석

Ⅳ. 요약 및 결론

참 고 문 헌

키워드

Hanwoo Checkoff Program Hanwoo Advertising Programs Korean Beef Demand