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2. Engaging customers through #RealPigFarming
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- National Pork Board (author) and Lessing-Flynn (author)
- Format:
- Online document
- Publication Date:
- 2015
- Published:
- United States: Public Relations Society of America
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10300
- Notes:
- 3 pages., Via Silver Anvil Awards., Consumers have questions about how pigs are raised, and no one knows the answers better than pork producers themselves. Activist groups against pig farming have become increasingly active on social media, where the voices of pork producers were relatively silent. As the connection between pork producers and the food industry, the National Pork Board recognized the potential damage this could cause to the pork industry’s reputation. The #RealPigFarming campaign was born out of a need to engage producers in sharing stories from their farms, and contributing to online conversation about pork production. The results surpassed original goals by 2,730 percent.
3. Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- de Pelsmacker, Patrick (author), Dens, Nathalie (author), Goos, Peter (author), and Aleksandrovs, Leonids (author)
- Format:
- Journal article
- Publication Date:
- 2015-12-01
- Published:
- United States: Advertising Research Foundation
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12451
- Journal Title:
- Journal of Marketing Research
- Journal Title Details:
- Vol. 55 Issue 4
- Notes:
- 15 pages, The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media. The authors of the current paper believe advertisers can use the mixture-amount model to detect optimal advertising-mix allocation changes as a function of their total advertising effort. The researchers demonstrated the use of the model by analyzing Belgian magazine and television data on 34 advertising campaigns for beauty-care brands. The goal is to help advertisers maximize desirable outcomes for campaign recognition and brand interest.
4. People power: begin with behaviors
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bannon, Joe (author)
- Format:
- Commentary
- Publication Date:
- 2015-05
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D06163
- Journal Title:
- Agri Marketing
- Journal Title Details:
- 53(4) : 51