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32. Updates from market researchers
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Claussen, Ron (author), Blades, Curt (author), Oulton, Mark (author), and Seiter, Michael (author)
- Format:
- Journal article
- Publication Date:
- 2011-05
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C36466
- Journal Title:
- Agri Marketing
- Journal Title Details:
- 49(4) : 60-62
33. Visualizing Values: A Content Analysis to Conceptualize Value Congruent Video Messages Used in Agricultural Communications
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Fischer, Laura Morgan (author), Opat, Kelsi (author), Jennings, Kayla (author), and Meyers, Courtney (author)
- Format:
- Journal Article
- Publication Date:
- 2021-05
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12191
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Volume 105, Issue 2 (2021)
- Notes:
- 21 Pages, Visual messaging is becoming the new avenue to connect with consumers. The majority of the American public is not connected with agriculture and often questions procedures, practices, and tactics within the industry. Practitioners and researchers have suggested value congruent messages, a type of emotional appeal, may increase attention to agricultural messages. However, limited research has been conducted to define and investigate value congruent messages in agricultural communications. The purpose of this study was to describe the presented messages in videos used in one agricultural advocacy effort, CommonGround’s “Nothing to Fear Here” campaign. This content analysis described the video’s message content and use of value congruent messages. Schwartz Theory of Basic Human Values (2012) was used to identify the values present in each video within the campaign. The values of benevolence, security, self-direction, universalism, and hedonism were common values displayed in the campaign. Message sensation value was calculated, and it was found the videos had moderate levels of emotional arousal. The primary characters in the videos were mothers, farmers, and children. More research should be conducted to explore how the value congruent messages and message sensation value interact to increase a receiver’s level of attitude change after viewing the message.
34. When Brands Go Dark
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hartnett, Nicole (author), Gelzinis, Adam (author), Beal, Virginia (author), Kennedy, Rachel (author), and Sharp, Byron (author)
- Format:
- Journal article
- Publication Date:
- 2021-09-01
- Published:
- United States of America: Advertising Research Foundation
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12453
- Journal Title:
- Journal of Advertising Research
- Journal Title Details:
- Fall 2021
- Notes:
- 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.
35. Where I come from: exploring regional differences in California consumers’ attitudes and beliefs about fluid milk
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Specht, Annie R. (author), Wickstrom, Ashlan E. (author), Buck, Emily B. (author), and Association for Communication Excellence
- Format:
- Online journal article
- Publication Date:
- 2017
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10133
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(4)
- Notes:
- 14 pages., Via online journal., Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State].
36. Working as a team: outside research suppliers play a more critical role in delivering timely, actionable information
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Coakley, Debbie (author)
- Format:
- Magazine
- Publication Date:
- 2000-11
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 114 Document Number: C11468
- Journal Title:
- Agri Marketing
- Journal Title Details:
- 38(10): 26-30
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