Question: About Beef Consumer Advertising

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About ‘Consumer Advertising’

1) Why am I not seeing TV ads?
In years past, a study done about consumer media habits found that magazine, Internet and radio were the media outlets that would effectively reach the highest number of targeted beef consumers. Another important consideration is this: The cost of television advertising has increased dramatically over the years, while the checkoff has remained fixed at one dollar. We have to make our dollars go as far as possible, while delivering the greatest possible results. And this has meant that we’ve been able to spend less on advertising overall.
In Fiscal 2014, the Beef Promotion Operating Committee approved switching to a consumer advertising program that is all digital to reach the important millennial generation of consumers. Learn more about this shift at Making the Shift to Digital. Remember, beef producers are not our target audience. Checkoff-funded advertising is designed to reach the moms, dads, and families out there who really love our product but may not always realize the nutritional value it can bring to their diets. So even though producers might not see the checkoff's consumer advertising and education efforts unless they go looking for them, they are reaching those consumers who are most important to the beef industry's future.
2) Why don’t we just tell the public that chicken and pork are bad for them?
USDA is cautious to prevent any commodity checkoff program from disparaging others. CBB would be operating outside the required standards if there were any attempt to describe negative attributes about other protein sources.
3) When poultry claims to be leaner and better for us than beef, how do they get away with that?
Poultry does not operate a producer checkoff program. Promotion and advertising for poultry products is driven primarily by a few poultry production companies using corporate advertising and promotion money, not checkoff dollars administered by USDA. In short, the limitations don’t apply.
4) What is the checkoff doing to build demand for beef in the Hispanic community?
Nationally, most efforts have been directed at regional Hispanic retailers through in-store promotion and other activities. In addition, several states with larger Hispanic populations have worked cooperatively on providing information through a variety of channels, including the Internet.