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    462. Videos signify new marketing trends

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Vogt, Willie (author)
    Format:
    Journal article
    Publication Date:
    2009-08
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29259
    Journal Title:
    Prairie Farmer
    Journal Title Details:
    181(8) : MP1
    Notes:
    Report on viral marketing campaigns that use video on the Web. Cites two examples: TractorChasers.com, used by John Deere to stimulate interest in a new line of tractors, and Blimp Chasers, used by Syngenta to create interest in a seed treatment for the cotton market.

    466. What media directors want from ag media providers

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Henke, Laura (author), Kincaid, Susan (author), Hendrickson, Vicki (author), and Brokaw, Karen (author)
    Format:
    Journal article
    Publication Date:
    2007-07
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C26091
    Journal Title:
    Agri Marketing
    Journal Title Details:
    45(6) : 34-35
    Notes:
    Posted at www.agrimarketing.com/show_story.php?id=45902

    469. When Brands Go Dark

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    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.