돼지고기 기초광고에 대한 가격효과 분석

The Price Effect Analysis of Generic Pork Advertisement

This study evaluates the impact of a generic pork advertising on the revenue of live-hog producers. Instead of the generally used demand analysis, this work analyzes the marginal impact of the generic pork advertisement on the farm level price. This price effect analysis enables us to directly evaluate the impact of a generic advertising on the price and thus to analyze the revenue of hog-producers by estimating the price flexibility. Our result indicates that the generic pork advertising had a positive impact on the producers revenue. A 1won of checkoff fund collected purely from the producers resulted in 20.77won of revenues in year 2006.