Excerpts from the report: The American Sheep Producers ' Council sponsored an intensive lamb promotional campaign in Sacramento, Calif., in the spring of 1956. The program included advertising by newspapers, radio, and television, and in-store promotion. To assist the industry in evaluating the effects of this promotional effort, the Department of Agriculture conducted retail store audits before, during, and immediately after this campaign. Market surveys also were used to obtain information directly from consumers, to be used in determining the effect of the promotion. This report is based on the results of the two phases of study.