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2. An exploration of consumer perceptions of plants and plant characteristics: a qualitative study of Florida plant and garden consumers
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Wilson, Kathryn (author), Barnes, Carly (author), and Irani, Tracy (author)
- Format:
- Journal article
- Publication Date:
- 2013
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 190 Document Number: D02171
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 97(3) : 32-44
3. Brand salience and brand differentiation of the Florida Forest Service
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Telg, Ricky (author), Irani, Tracy (author), Carter, Hannah (author), Settle, Quisto (author), Goodwin, Joy (author), and Wysocki, Al (author)
- Format:
- journal articles
- Publication Date:
- 2012
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE).
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 186 Document Number: D00835
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 96(3) : 11-25
4. Branding the berries: consumers' strawberry purchasing intent and their attitude toward Florida strawberries
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Ruth, Taylor K. (author) and Rumble, Joy N. (author)
- Format:
- Journal article
- Publication Date:
- 2016
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 156 Document Number: D07423
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 100(2) : 28-42
5. Does good design matter in the seedstock advertising business? effects of graphic design in beef seedstock ads on cattle producers’ trust and credibility
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Marley, Morgan L. (author), Abrams, Katie M. (author), and Castillo, Daniela (author)
- Format:
- Online journal article
- Publication Date:
- 2019-01-01
- Published:
- New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 78 Document Number: D10812
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(3)
- Notes:
- 25 pages., via online journal., Designers are trained professionals who understand how to effectively visually communicate based on executing principles of design and an understanding of their audience. Within the beef seedstock industry, ad design varies widely in terms of technical effectiveness, but how do those differences affect potential customers? This study tested the effects of seedstock ad’s graphic design on the viewer’s trust and credibility among 561 Angus cattle producers. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence producers’ perceptions of trust and credibility. However, results did reveal better designed ads are positively related to producers’ trust of that brand. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups, which illustrates beef seedstock buyers may be more reliant on other informational cues than design to inform their purchasing decisions. Future research is needed to parcel out effects of the brand information relative to the design aspects of the ad.
6. Exploring the impact of Ohio agricultural organizations' social media use on traditional media coverage of agriculture
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Haller, Leigha (author), Specht, Annie R. (author), Buck, Emily R. (author), and The Ohio State University
- Format:
- Online journal article
- Publication Date:
- 2019-11
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 114 Document Number: D11026
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(4)
- Notes:
- 16 pages, via online journal, One of the nation’s most important industries, agriculture, has adopted social media to communicate with consumers and the public. At the same time, traditional news media remains important to the agriculture industry because many consumers still receive information about agriculture from sources such as newspapers and television. Little literature at the time of this study explored how social media is used specifically as a media relations tool. The purpose of this study is to examine how agricultural organizations in Ohio communicate via social media and how the messages could impact central Ohio traditional media outlets’ coverage of agricultural issues. The study is grounded in uses and gratifications theory, and previous social media studies. Data were collected from seven Ohio agricultural organizations’ Facebook pages and four central Ohio news outlets. Researchers found that Ohio agricultural commodity organizations use social media, but not necessarily to communicate with the news media. The industry received limited news coverage during the time studied, and we were unable to discern a relationship between social media and news media coverage beyond a commonality of stories. By communicating the results of this study with agricultural organizations and researchers, effective social media strategies can be developed to guide the future of social media as a media relations tool.
7. Managing Extension's internal brand: employees' perceptions of the functions and descriptors of Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Settle, Quisto (author), Baker, Lauri M. (author), and Stebner, Scott (author)
- Format:
- Journal article
- Publication Date:
- 2016
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 156 Document Number: D07424
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 100(2) : 43-56
8. 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.
9. The Food Factor: Perceptions of the brand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brubaker, McKayla (author), Settle, Quisto (author), Downey, Laura (author), Hardman, Alisha (author), and Oklahoma State University Mississippi State University
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10246
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(3)
- Notes:
- 19 pages., Via online journal., Mississippi residents were surveyed to determine their perceptions surrounding the The Food Factor brand. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. A researcher-developed survey instrument was used to collect information using Qualtrics. The sample consisted of a representative sample of 404 Mississippi residents over the age of 18. Nonprobability quota sampling was used to examine population segments related to sex, Hispanic vs. non-Hispanic populations, and other racial demographic segments. The respondents were asked about their use and awareness of The Food Factor, where they were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency, perceptions and skills learned related to watching The Food Factor, and their nutrition-related behaviors. Non-viewers were also asked about their perceptions of The Food Factor between branded and non-branded The Food Factor episodes. This study found the The Food Factor brand lacked brand recognition and recall. However, the respondents had a slightly positive perception of the brand. Overall, this study could not conclude that branding of the episodes was making a difference in non-viewers’ perceptions, despite the fact that many previous studies have identified branding as an important strategy in social marketing. Recommendations include a consistent and increased use of the brand, such as subtitles or logos, and future research on the use of branding in social marketing program, social marketing in Extension, and the role of branding in mass media programs.