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Abstract
Excerpts from the report Summary: Cooperative research with the American Sheep Producers Council, Inc., (ASPC) was conducted in 78 food supermarkets in three northeastern and three midwestern cities to evaluate the relative sales effectiveness of two promotional techniques for lamb. Techniques tested in a controlled experiment were: (1) A consumer advertising and education program on uses of lamb sponsored directly by the American Sheep Producers Council and used regularly by them in past years to create greater consumer awareness for lamb and to obtain support of the trade; (2) a cooperative advertising arrangement with food retailers in which the Council reimbursed retailers for a portion of the cost of physical space occupied by lamb advertising within the retailers’ newspaper advertisements. Control periods of no advertising and merchandising support by the Council were used as a basis for comparison.