Leonard, Robert L. (author) and Wadsworth, James J. (author)
Format:
Research report
Publication Date:
1989
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D06762
Notes:
Research Report No. 4, Food Marketing Policy Center, Department of Agricultural Economics and Rural Sociology, University of Connecticut, Storrs. 25 pages.
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.
AGRICOLA IND 92004087, This analysis indicates that generic advertising expenditures, ceteris paribus, generated rightward shifts in demand for fluid milk in the Texas Market Order over the period January 1980 to September 1988. Generally, the results from this study are in agreement with previous research efforts which suggest that generic advertising can increase the demand for fluid milk. Importantly, in this analysis, the impacts of television and radio advertising have been effectively disentangled. Television advertising generates a response that wears off more quickly that radio advertising. Also, the long-run effect of radio advertising is about 1.75 times greater than the long-run effect of television advertising. (original)
