In July 1997 a trade agreement between Norway and the European Union went into effect. The agreement specifies
an increase in the export levy on Norwegian salmon entering the EU from 0.75% to 3.00% ad valorem. The proceeds of the
levy are to be used by the Norwegian Seafood Export Council in cooperation with the Scottish Salmon Board and the Irish
Salmon Growers Association for generic advertising of atlantic salmon in the European markets, the so called Pan-European
Salmon Marketing Campaign. Over the Agreement’s five-year life, an estimated $30 million is expected to be invested in
salmon promotion in Europe.
Despite the relatively large sums being spent on these and related programs, little is known about the effects of generic
advertising on consumers purchase frequency. A purpose of this research is to contribute to the understanding of these effects
by examining in detail the generic advertising of atlantic salmon in Germany and France in 1998/99. By using a recursive
econometric model linking awareness of the advertising in the first stage to the level of at-home consumption of salmon in
the final stage the economic impact of the Pan-European campaign is investigated.
Myrland, Ø. and H.W. Kinnucan. Measuring the Effects of the 1998/99 Pan-European Salmon Marketing Campaign in Germany and France. In: Microbehavior and Macroresults:Proceedings of the Tenth Biennial Conference of the International Institute ofFisheries Economics and Trade, July 10-14, 2000, Corvallis, Oregon, USA.Compiled by Richard S. Johnston and Ann L. Shriver. InternationalInstitute of Fisheries Economics and Trade (IIFET), Corvallis, 2001.