Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 197 Document Number: D09484
Notes:
Truffle Media Networks LLC, Indianapolis, Indiana. 29 pages., Survey among participants in the agriculture industry in media, ag product companies, agencies, associations, or other.
22 Pages., Consumers have varying levels of trust in agricultural production practices, which can influence attitudes, shift opinions, and change behaviors. The purpose of this study was to determine what agricultural messages are considered the most trustworthy among consumers and what differences exist among five dimensions of trustworthiness. With a pro-agriculture video as the stimulus, this study used continuous response measurement (CRM) to collect data from 151 post-secondary students who were randomly assigned to evaluate one of five trustworthiness dimensions (trust, honest, sincere, dependable, reliable). Participants used handheld dials to continuously rate their evaluation of the messages in the video then completed a questionnaire to provide additional insights. Overall, participants trusted agricultural messages, although some specific phrases were rated more positively than others. Participants had more trust in messages that portray agriculture as a family endeavor and create connection between producers and consumers. Participants indicated skepticism in messages revolving around farmer/rancher motivation in agriculture. The results support the importance of strategically tailoring and crafting effective messages. Recommendations for future practice and research are discussed.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 191 Document Number: D02911
Notes:
Truffle Media Networks, Indianapolis, Indiana. 24 pages., Survey responses from persons associated with ag media, ag product companies, advertising agencies, agricultural associations.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 191 Document Number: D02912
Notes:
Truffle Media Networks, Indianapolis, Indiana. 24 pages., Survey responses from persons associated with ag media, ag product companies, advertising agencies, agricultural associations.
Edgar, Leslie D. (author) and Amaral, Katlin N. (author)
Format:
Paper
Publication Date:
2010-02-09
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C29980
Notes:
Presented at the Agricultural Communications Section of the Southern Association of Agricultural Scientists Conference, Orlando, Florida, February 7-9, 2010. 22 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11709
Notes:
4 pages., Online from publisher., "Most agribusinesses prioritize direct-buy as their primary method of website advertising. However, with increasingly advanced AdTech available in the market, relying on one channel can limit your potential for advertising and marketing success. One of the advertising channels that has grown in popularity over the past few years has been data-targeted programmatic advertising (i.e., "the process of automating the buying and selling of ad inventory in real time through an automated bidding system. ... Instead of focusing on the placement of the ad, your advertising is demographically delivered to the target audience.")
