The pig meat market in Australia is characterized by generic (fresh pork, bacon etc.) advertising. These advertising expenditures are funded from collective levies from pig producers. At the same time, there are extensive brand advertising activities in the pig market. Impact of advertising on pig meat consumption has been a long-standing argument. So far, there have been several studies done on the effectiveness of generic pork advertising in Australia up to 1988. However, the previous studies only looked at generic advertising and didn’t account for other media information as brand advertising and fast food advertising effects on pork consumption. As well, the previous studies are contradictory about the effects of generic pork advertising. In this study the economic relationships in the consumption of pig meat are examined, the effectiveness of the advertising programs from 1985 to 1997 is evaluated and pig producers welfare is assessed. The whole system consists of a two-stage demand system derived from a translog indirect utility function for five meats: beef, lamb, chicken, pork and bacon and ham, a single supply equation and a single demand equation for pigs and a trade equation.


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