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2. Is it for generation me? A qualitative study exploring marketing and selling plants online to millennial-aged consumers
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Baker, M. Lauri (author), Tully, M. Kelsey (author), and Sumners, R. Deanna (author)
- Format:
- Journal article
- Language:
- Englsih
- Publication Date:
- 2020-05-13
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11784
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Iss.2, Vol. 104
- Notes:
- 14 pages., via online journal, As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like social media, e-newsletters, and other forms of digital communication are easily adopted by millennial-aged consumers. One of these tools, 360-degree video, offers novel ways to preview products offered online and look inside local brick-and-mortar stores, which can be visited in person. Sales of horticultural goods online have been slow to be developed by industry veterans, creating ample opportunities available to new ventures. This qualitative study used a series of three focus groups to answer the research questions of RQ1: What challenges exist for garden centers attracting millennials? RQ2: What are millennials preferences for purchasing live plants online? RQ3: What aspects of digital online marketing influence millennials to make decisions? RQ4: What are millennials preferences for 360-degree video? Results of this study indicate 360-degree video is not the preferred avenue for marketing plants online to millennials, however, high-quality photos and video with educational content and the use of social media could be effective.
3. Lessons learned in distributing videotapes in demand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brooks, John R. (author / Radio/Television Communications Specialist, Louisiana Cooperative Extension Service, Agricultural Center, Louisiana State University)
- Format:
- Journal article
- Publication Date:
- 1991
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: C05066
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 75 (1) : 31-33
- Notes:
- James F. Evans Collection
4. Marketing : an emerging area
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Carlson, Sherrill (author / Extension Publications Editor, College of Agriculture and Home Economics, Washington State University) and Extension Publications Editor, College of Agriculture and Home Economics, Washington State University
- Format:
- Journal article
- Publication Date:
- 1990
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 80 Document Number: C04597
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 74 (2) : 1-8
- Notes:
- James F. Evans Collection
5. Marketing with more: an in-depth look at relationship marketing with new media in the green industry
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Stebner, Scott (author), Baker, Lauri M. (author), Peterson, Hikaru Hanawa (author), and Boyer, Cheryl R. (author)
- Format:
- Journal article
- Publication Date:
- 2017
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08977
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(2) : 7-18
6. Printing and mailing for the brand: An exploratory qualitative study seeking to understand internal branding and marketing within University and Extension communication services units
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zagonel, Anissa (author), Baker, Lauri M. (author), King, Audrey E.H. (author), and Kansas State University Oklahoma State University Association for Communication Excellence
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10433
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 15 pages., Via online journal., Investment of employees in a brand can lead to greater public understanding and positive impressions of a brand by external stakeholders. However, this can be challenging in public organizations with multiple brand segments and a large number of employees spread across great distance with limited funds for marketing. While previous work has looked at Extension agents, faculty, and volunteers’ brand perceptions, no studies have looked at communication services employees’ investment in the brand. The purpose of this qualitative study was to discover how well employees in a university and Extension printing and mail entity understood the Extension brand and their investment in the brand. Research questions that guided this study were: 1) What perceptions and investment do communication services employees have in the Extension brand? And 2) what are employees’ perceptions of the organization’s branding and marketing efforts? Each of the 18 interviews included a series of questions focusing on employees’ story related to Extension and employees’ thoughts on branding and marketing efforts. Results in this study with communication services employees indicate these employees are not invested in the brand with the majority having little to no understanding of the mission of Extension. This contradicts previous research with employees in other brand segments of Extension. Implications of this work include a need for training on the Extension mission for communication services employees, a shift in culture to encourage investment in the brand, and inclusion of all Extension employees in the mission of Extension.