15 Pages, As the gap in agricultural experiences between farmers and consumers grow, it is important for agricultural communicators to communicate strategically with their audiences and be proactive in addressing consumers’ concerns. Communication media can present a variety of messages or pieces of information that represent multiple perspectives within one unit. The dynamic nature of communication media, such as video and audio messages, lead to the fluctuation of feelings and responses to different elements within one singular message. While agricultural communications has traditionally relied upon quantitative and qualitative survey data, there are likely gaps in complete understandings of individual perceptions in response to varying elements of the communications message. Continuous response measurement (CRM) is a method that can be used to monitor and track individual responses to media messages in real-time to reveal critical moments within a communications message. CRM holds the potential to help those in agricultural communications understand what specific elements within messages resonate most with consumers. This professional paper explores how researchers can use CRM, showcases benefits and drawbacks of CRM, and provides recommendations for contributions to agricultural communications literature.
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.
Radhakrishna, Rama (author), Veerabhadraiah, V. (author), and Radhakrishna: Department of Agricultural and Extension Education, Pennsylvania State University, University Park, PA; Veerabhadraiah: Division of Agricultural Extension, University of Agricultural Sciences, Bangalore, India
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06377
James F. Evans Collection, The primary purpose of this study was to determine the frequency of use of educational methods and subject matter delivered by Extension agents in South Karnataka, India. In addition, the appropriateness of methods used and importance of subject matter delivered was also determined. This study utilized descriptive survey research using all 30 Extension agents employed by the University of Agricultural Sciences, Bangalore, India. A response rate of 83 percent was achieved for the study. The findings indicated that agents used a variety of educational methods to educate farmers. Notable among them were discussion meetings, field visits, farm and home visits, whole farm demonstration, and method demonstration. Crop production, vegetable production, new crop varieties, soil fertility, crop pests, and diseases, etc. were the subject matter areas that agents delivered most often. Agents agreed that methods used by them were most appropriate to educate farmers. Further, the subject matter delivered by agents were what they considered most important. (original)
James F. Evans Collection, This study was designed to examine an automated call-in radio news service versus an operator answered system. It examined how the tapes were being used and attempted to determine the effectiveness of promotional items for the service. It was clear the numbers of callers using the automated service increased significantly (nearly three times) over an operator-answered system. The study suggested that a toll-free telephone number was not a significant factor in whether the service was used and also found that the order in which the stories were available was not important. The results also suggest that for call-in kinds of news services to work, regular promotions to remind the users of the system must be done. (original)
