13 pages., Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in aggregate brand sales are reported for the years when brands stopped advertising relative to the last advertised year. On average, brand sales declined immediately in the first year and every subsequent year of advertising cessation. Decline generally was faster for smaller brands and for brands that already were declining in sales before advertising cessation.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12107
Notes:
Online from Precision Reach, Eden Prairie, Minnesota. 4 pages., An agriculture-focused communications firm reports seeing "a significant increase in CTV farmer audiences as well as CTV advertising campaigns." Authors list 10 reasons why agri-marketers should consider CTV in their marketing mix.
Online via subscription. 2 pages., Introduction to the Farm Journal Foundation's America's Conservation Ag Movement, "a diverse conservation - and sustainability-focused public-private partnership."
21 pages, via Online Journal, This paper explores the role of regulation and legislation on influencing the development and diffusion of technologies and methods of crop production. To do this, the change in pesticide registration under European Regulation 1107/2009 ‘Placing Plant Protection Products on the Market’ was followed through the UK’s agricultural system of innovation. Fieldwork included: a series of interviews conducted with scientists, agronomists and industry organisations; a programme of visiting agricultural events; as well as sending an electronic survey to British potato growers. The innovation system is noted to have made the legislation less restrictive than originally proposed. The most notable system response to the legislation is the adjustment of agrochemical company pesticide discovery strategy and their expansion into biologically derived treatments. There have also been other innovation responses: agricultural seed companies have been breeding in pathogen resistance in their cultivars; agricultural consultancies are prepared to recommend pathogen-resistant seeds; scientists are using the change as justification for adopting their solutions; the agricultural levy boards funded research into off-label pesticide uses; and producers, potato growers in particular, have been seeking advice, but not changing their growing practices.
Online from publication. 2 pages., Report of plans by American Pistachio Growers to promote sale of pistachios by television, print and digital advertising.
6 pages, Pakistan is an agricultural country and has 80% percent contribution in export earnings and
50% labour forces engagement. The aim of this study was to know about government media campaigns for awareness and information in the agricultural development. The study was conducted at Department of Mass Communication Govt. College University, Faisalabad, during 2019. Data was gathered from government agriculture department website from June 2017 to June 2019 to know about the governmental contribution in agricultural development through media campaigns and nature of these campaigns to aware and educate the farmers. The study found that the mode of government media campaigns was related to transmit message to farmers
about warning and preventive (20-26%), inofmraiton and awareness (38-54%), visit and meeting
(6-10%), subsidies and credit assistant (6-16%) and policies and new technology (6-8%). The
study also revealed that government had specially focused on new technology for better results
to aware and educate the farmers to improve their cultivation. But it is also revealed that there
is more space to improve the cultivation style and government should play a greater role in the
development of agriculture sector.
Online from periodical. 2 pages., Describes promotion activities of an apple growers cooperative, The Next Big Thing. with growers in Canada and five U.S. states.
UI Library subscription., Report about a National AgriMarketing Association award-winning docudrama, "30 Harvests." It was produced for the U.S. Farmers and Ranchers in Action (USFRA) organization to encourage food companies to join with agriculture in the battle against climate change. Describes the origin and production of this film, as well as the planning for a paid media budget by USFRA and the CLUTCH consultancy/agency, Minneapolis, Minnesota.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11726
Notes:
Online from AgWeb.com via AgriMarketing Weekly. 2 pages., Discontinued advertising campaign based on inaccurate information about using lemongrass in cows' diets to reduce methane emissions by "up to 33%."
Via online from publisher., "The Front Gate" editorial confronts advertising campaign of Burger King based on misleading, inaccurate information about the role of cattle in generating global greenhouse gas emissions.
