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2. Advertising dairy products in rural grocery stores
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Dickins, Dorothy (author)
- Format:
- Journal article
- Publication Date:
- 1955-01
- Published:
- United States: American Marketing Association
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 161 Document Number: D07830
- Journal Title:
- Journal of Marketing
- Journal Title Details:
- 19 (3): 268-270
3. An assessment of attitudes, needs, and delivery system for microcomputer applications by agricultural and extension educators in Mississippi
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Cantrell, Myra Joy (author)
- Format:
- Ph.D. Dissertation
- Publication Date:
- 1982
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 95 Document Number: C07496
- Notes:
- cited reference; abstract and Table of contents, Mississippi State, MS: Mississippi State University, 1982. 195 p. (Ph.D. dissertation).
4. Community clubs and fertilizer education
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Format:
- Report
- Publication Date:
- 1956-10
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 44 Document Number: B05305
- Notes:
- Evans, cited reference, [s.l.]: Mississippi State College, 1956. 11 p. (Research Project P 57-1 AE, in cooperation with the Tennessee Valley Authority)
5. Economic development and technology transfer : Mississippi's approach
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Huffman, G. David (author), Murphree, David (author), and Huffman: Professor, Computer Science, University of Southern Mississippi; Murphree: President and CEO, Mississippi Institute for Technology Development
- Format:
- Conference paper
- Publication Date:
- 1985
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 95 Document Number: C07522
- Notes:
- In: Technology transfer to commercialization: Technology Transfer Society International Symposium Proceedings, 1985. Los Angeles, CA: Technology Transfer Society, 1985. p. 105-114.
6. Exploring producer innovation adoption using an Extension-led trialing program
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bowman, Brittany B. (author), Denny, Marina D. (author), Stone, Amanda E. (author), and Mississippi State University
- Format:
- Online journal article
- Publication Date:
- 2020-02
- Published:
- United States: Extension Journal, Inc.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11359
- Journal Title:
- Journal of Extension
- Journal Title Details:
- 58(1)
- Notes:
- 7 pages., via online journal, There are approximately 65 dairy farms in Mississippi (Gregory, 2019) with an estimated annual milk value of $26 million (Mississippi Farm Bureau, n.d.). Mastitis is the most expensive disease in the dairy industry (Neeser, Hueston, Godden, & Bey, 2006) and can decrease milk production by 1,181 kg per lactation in multiparous cows (Wilson et al., 2004). Clinical mastitis accounts for the largest use of antibiotics in livestock species (Thomson, Rantala, Hautala, Pyörälä, & Kaartinen, 2008), a circumstance that raises concerns of antimicrobial resistance (Pol & Ruegg, 2007; Wang et al., 2015) and increases producer expenses due to purchasing antibiotics and discarding milk during treatment (Rollin, Dhuyvetter, & Overton, 2015). On-farm bacteriological culturing (OFBC) enables producers to distinguish among broad categories of microorganisms with great accuracy and provides results within 24 hr, versus approximately a week when cultures are sent to a laboratory (Down, Bradley, Breen, & Green, 2017). Despite the availability of several viable OFBC systems, adoption of OFBC in Mississippi has been limited. The purpose of the study reported here was to implement and evaluate an OFBC pilot test with a small sample of Mississippi dairy producers. The objectives of the study were to identify reasons for producers' lack of OFBC adoption, to explore change in producers' knowledge and perceptions of OFBC before and after trial, and to assess the effectiveness of an Extension-led trialing program relative to OFBC adoption.
7. 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.
8. 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)