Doerfert, David L. (author / Texas Tech University), Telg, Ricky (author / University of Flordia), Sitton, S. (author / Oklahoma State University), Dooley, Kim E. (author / Texas A & M), Irani, Tracy (author / University of Flordia), Layfield, Dale (author / Clemson College), Akers, Cindy (author / Texas Tech University), Haygood, Jacqui (author / Texas Tech), Wingenbach, Gary J. (author / Texas A & M), Cartmell, D. Dwayne II (author / Oklahoma State University), and Miller, Jeff (author / Arkansas)
Format:
Conference proceedings
Publication Date:
2004-06-24
Published:
USA: National agricultural communication summit Lake Tahoe, June 2004
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 143 Document Number: C22135
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 144 Document Number: C22591
Notes:
Master of Science thesis, Agricultural Education, Texas Tech University, Lubbock. 130 pages., Examined aided recall, unaided recall and issue salience regarding agricultural news conveyed by newspaper print, electronic text, video news release and radio news release. Results indicated a significant difference in aided recall between newspaper print and electronic text. No significant difference existed between agricultural issue salience and media channel. Author recommended using a variety of media channels when possible. "There is a direct correlation between channel diversity, exposure time, and overall campaign effectiveness."
