This objective of this study is to determine whether the advertising and promotion dollars
collected and spent by the American Lamb Board on lamb promotion since the inception of the
Lamb Checkoff Program have effectively increased lamb consumption in the United States. The
main conclusion is that program has resulted in roughly 7.6 additional pounds of total lamb
consumption per dollar spent on advertising and promotion and $41.59 in additional lamb sales
per dollar spent on advertising and promotion.
