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2. 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.
3. Two comparisons of rural public television viewers and non-viewers in northern Mississippi
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Norton, Susan Langdon (author), Norton, Will Jr. (author), Windhauser, John W. (author), and Norton, W.: College of Journalism, University of Nebraska, Lincol, NE; Windhauser: Manship School of Journalism, Louisiana State University, Baton Rouge, LA
- Format:
- Journal article
- Publication Date:
- 1992
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06472
- Journal Title:
- Journalism Quarterly
- Journal Title Details:
- 69 (3) : 691-701
- Notes:
- James F. Evans Collection, A study of public television viewers in Oxford, Mississippi, in 1977 and 1989 found both consistency and differences in viewing patterns. In both periods, viewers watched television in general about six hours a day. But viewers of all education levels were much more likely to watch public television in 1989 than in 1977, when watchers tended to be those with higher levels of education. The amount of time spent watching public television inched up in 1989, and there is evidence that viewers assimilated public television more into their regular viewing. The study concludes that public television appeals to a broader and more heterogenous audience than it did earlier. (original)