13 pages, Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' privacy concerns weaken the positive effect of OBA on attitudes. Notably, we observe significant cultural differences, with these effects primarily manifesting in the Korean sample. Our study provides valuable insights for creating effective online advertising strategies that contribute to consumers' purchase funnel, ultimately leading to purchases, while addressing privacy concerns and cultural variations.
23 pages, Cotton is the most significant natural fiber in the world and an important part of the global economy. Yet, the cotton industry faces several challenges in securing its place in the global fiber market share, reaching new consumers, and maintaining relationships with current consumers. Furthermore, the cotton industry has a unique opportunity to share evidence-based information with followers through its product marketing on social media. The study described herein used content analysis to explore Instagram content on the @discovercotton profile. Content included categories of promoted products (i.e. women, men, children, or home); comments, posts, and caption stimuli; and most frequently used word, hashtag, and retail partner stimuli. We analyzed 434 Instagram stimuli (244 single photos, 142 carousels, and 48 videos) from March 2, 2021, to March 2, 2023. Across all stimuli, there were 110,143 likes and 5,799 comments with total response (engagement: likes and comments) reaching 115,942. We found that women’s products were promoted most often followed by men, home, and children—only 8.48% of stimuli depicted cotton, a cotton plant, or the seal of cotton. We identified six major themes in caption stimuli on @discovercotton: qualities of cotton, style, sustainability, check the label, women, and cotton production. Cotton was the most frequently used word stimuli in captions, and cotton as a fabric was the most promoted theme.
7pgs, Hemp growers say the social media giant’s advertising ban on certain products is stymying the nascent industry, with “incalculable” potential losses.
21 pages, Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers’ intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents’ intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents’ attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study’s findings to advance strategic advertising in the floral industry.
13 pages, Current study was conducted during 2020 by Department of Economics, Fatima Jinnah Women
University, Rawalpindi, Pakistan to study evaluate the marketing channel of vegetables in
Punjab pertaining to farm’s profitability and the factors determining this profit based on primary
data collected from 100 farmers each for 4 selected vegetables . Data were collected through
structured questionnaire from 36 villages out of 7 cities of Faisalabad division while from 28
villages out of 5 cities of Bahawalpur division through purposive sampling technique. Gross
margin analysis and mean regression was done to estimate the determinants of profit both at
division level and for the pooled data. The gross margin per acre was calculated at Rs.171,676
for cucumber, Rs. 171,649 for green chilies, Rs. 315,229 for tomatoes and Rs. 33,002 for onions.
The regression results showed age, farming experience, credit and storage facilities, production
cost and commission to the middle man as significantly contributing factors in profit while
the choice of production technique appeared to be particularly depending on the educational
qualification of selected farmers. The peak age that yielded maximum profit was calculated at
49 and 42 years in Faisalabad and Bahawalpur division, respectively. Experience of farmers
was significantly increased in profit. The commission to agent surpasses all other payments that
farmers incurred during marketing process. The margin was around 39% and 33% of total cost
for cucumber and chilies in Faisalabad while 34% and 43% percent for tomatoes and onion in
Bahawalpur. So the enactment of farmers with middle man for the sale of crop was due to heavy
reliance on them for loans; around 80 percent famers in Faisalabad while about 40 percent
in Bahawalpur sought loans from middle man. The study suggested that healthy competition
among farmers by providing them adequate storage facilities, sufficient credit, perfect market
information and education could contribute positively in adopting advanced modes of production
to minimize the production and marketing cost.
13 pages, The purpose of this paper is to consider role of branding agricultural products in better market valorization. The benefit of branding is especially significant for rural and insufficiently developed environment. The problems of rural environments are multidimensional, but revitalization and improvement of development leads to strengthening competitiveness of these areas. The higher price of products enables the increase of income of agricultural workers, as well as diversification of the rural economy and creation of conditions of better socioeconomic aspects in rural environments. Creation of a more desirable image of an agricultural product most often has a strong reflection on the area of origin, as well as on reformation of the social attitude towards that environment. Branded products and services have a higher market value, due to which legal aspects enabling not only branding, but maintenance of a brand as well, are of special significance.
8pgs, Following is Agri Marketing's annual listing of the largest marketing communications agencies whose clients sell products and services within the agricultural industry and/or to the rural lifestyle consumer.
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.
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: 202 Document Number: D12107
Notes:
Online from Precision Reach, Eden Prairie, Minnesota. 4 pages., An agriculture-focused communications firm reports seeing "a significant increase in CTV farmer audiences as well as CTV advertising campaigns." Authors list 10 reasons why agri-marketers should consider CTV in their marketing mix.
International: Zimmcomm New Media, Cantonment, Florida.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12106
Notes:
Online from ZimmComm News Media. 2 pages., A pioneer in agricultural uses of new social media expresses concern about FaceBook, Twitter, and YouTube having become political weapons. "Since the election, the level of censorship on all of the major social media platforms has just skyrocketed. Never in our wildest dreams did we ever think that freedom of speech and the press might be endangered in this country, but we do believe it is right now." FaceBook and Twitter platforms "are both essentially business platforms. Author reports a decision to put a temporary hold on ZimmComm business FaceBook accounts.
Online from publisher. 2 pages., Announces a new series of stickers placed on individual bananas. These stickers feature a combination of vitamins and nutrients found in Chiquita bananas.
Online from periodical. 5 pages., Article reports on promotion approaches that retailers are finding useful in marketing apples during the COVID-19 pandemic.
Online via journal website. 3 pages., "History is repeating itself," according to the research head of an ancestry organization which recently analyzed pandemic ads published decades apart - influenza outbreak (1918) and COVID-19 pandemic (current).
Online from publication. 1 page., Describes growth of consumption of fresh fruit and vegetables in the U.S., beginning in 1970 with introduction of the popular Miss Chiquita character and follow-up promotional efforts.
Online from publication. 2 pages., Report of plans by American Pistachio Growers to promote sale of pistachios by television, print and digital advertising.
Online from periodical. 2 pages., Describes promotion activities of an apple growers cooperative, The Next Big Thing. with growers in Canada and five U.S. states.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11726
Notes:
Online from AgWeb.com via AgriMarketing Weekly. 2 pages., Discontinued advertising campaign based on inaccurate information about using lemongrass in cows' diets to reduce methane emissions by "up to 33%."
Via online from publisher., "The Front Gate" editorial confronts advertising campaign of Burger King based on misleading, inaccurate information about the role of cattle in generating global greenhouse gas emissions.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11738
Notes:
2 pages, Online via Agri.Marketing. 2 pages., "Kansas Agri-Women is now replacing familiar signs on highways that aim to connect producers and consumers."
Online from publication 2 pages., Report about removal of Burger King TV advertisements inaccurately touting the use of lemongrass in cows' diets to reduce methane emissions by "up to 33%."
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11765
Notes:
Online from AgriMarketing Weekly. 1 page., News of an ownership transition involving two marketing communications agencies, including one(Sage) with a variety of agricultural, animal health and business-to-business clients.
Online from publication. 3 pages., Editorial highlights the inaccuracies in a Burger King television advertisement that repeats misleading claims and data about the role of beef and dairy production in greenhouse gas emissions that harm climate.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12066
Notes:
Online from publishing organization website. 5 pages., Report of letters sent to companies making questionable COVID-19 claims of treatments, prevention, or cures. Brief descriptions of the 45 disputed claims, ranging from musical medicine to holistic health acupuncture.
58 pages., Journal article via online., Historical analysis of print advertising in the early 20th Century revealed that "in an era of scientific discovery and therapeutic ethos, fruits and vegetables were advertised as medical tonics, with 'prescriptions' that included recommended daily doses, to ward off or cure real or imagined medical ailments (flu, listlessness, acidosis)." Findings identified social positives and negatives associated with this practice. Researchers recommended use of a broader social marketing and transdisciplinary approach.
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.")
17 pages., Analysis revealed that the United Sorghum Checkoff Program (USCP) promotion programs, 1975-76 to 2015-16, resulted in a 4% increase in the sales value of sorghum for food and industrial uses and a 1% increase in total sorghum farm revenue. The farm-level benefit-cost ratio was estimated at between 5.8 and 7.1 in terms of producer profit per dollar spent on promotion.
9 pages., Online via UI electronic subscription, Researchers analyzed the effectiveness of the European Union Pledge, a self-regulation initiative of leading food companies at the European level, in restricting television advertising of food and drink products high in fat, sugar or salt to children. Results indicated that effectiveness was limited by the focus on children's program and the relatively lenient nutritional criteria agreed to by signatory companies.
Print copy from publisher by subscription. 154 pages., Annual directory and guide including sections: companies, marketing services, agencies, agricultural publications, broadcast, e-business associations, telephone directory, National Agri-Marketing Association (NAMA) directory, and Canadian Agri-Marketing Association (CAMA) directory.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 30 Document Number: D10557
Notes:
2 pages., via website, AgriMarketing Weekly., A Wisconsin judge on Friday ordered Anheuser-Busch to stop suggesting in advertising that MillerCoors’ light beers contain corn syrup, wading into a fight between two beer giants that are losing market share to small independent brewers.
via library catalog., Annual listing of the largest marketing communications agencies whose clients sell products and services within the agricultural industry and/or the rural lifestyle industry.
11 pages., Via online journal article, OBJECTIVES: To examine the impact of social media influencer marketing of foods (healthy and unhealthy) on children’s food intake.
METHODS: In a between-subjects design, 176 children (9–11 years, mean 10.5 ± 0.7 years) were randomly assigned to view mock Instagram profiles of 2 popular YouTube video bloggers (influencers). Profiles featured images of the influencers with unhealthy snacks (participants: n = 58), healthy snacks (n = 59), or nonfood products (n = 59). Subsequently, participants’ ad libitum intake of unhealthy snacks, healthy snacks, and overall intake (combined intake of healthy and unhealthy snacks) were measured.
RESULTS: Children who viewed influencers with unhealthy snacks had significantly increased overall intake (448.3 kilocalories [kcals]; P = .001), and significantly increased intake of unhealthy snacks specifically (388.8 kcals; P = .001), compared with children who viewed influencers with nonfood products (357.1 and 292.2 kcals, respectively). Viewing influencers with healthy snacks did not significantly affect intake.
CONCLUSIONS: Popular social media influencer promotion of food affects children’s food intake. Influencer marketing of unhealthy foods increased children’s immediate food intake, whereas the equivalent marketing of healthy foods had no effect. Increasing the promotion of healthy foods on social media may not be an effective strategy to encourage healthy dietary behaviors in children. More research is needed to understand the impact of digital food marketing and inform appropriate policy action.
13 pages., via online journal., Exposure to food marketing may influence children’s food preferences and consumption patterns and may increase the risk of childhood obesity. The WHO Office for the Eastern Mediterranean Region (EMR) has recently released a regional nutrient profile model (WHO EMR) for the purpose of regulating the marketing of food and beverages to children. This study aimed at 1) analyzing the frequency and types of food and drink advertisements during children’s viewing time in Lebanon; 2) examining the nutritional content of the advertised food products in reference to the nutrient thresholds specified by the WHO EMR model; and 3) assessing the proportion of food advertisements that included health messages.
Austin, Lucinda L. (author / University of North Carolina at Chapel Hill), Schultz, MaryClaire (author / Elon University), and Gaither, Barbara Miller (author / Elon University)
Format:
Book chapter
Publication Date:
2019
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10898
Notes:
See also D10895., Pages 95-103 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Reports on goals of McDonald's to increase transparency with consumers. While their goals are clear, their actions fall short."
20 pages., Via online., Historical analysis of butter sculpture within the context of food as art, and as a way to promote butter as the natural, healthy alternative to oleomargarine.
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.
7 pages., Online via Directory of Open Access Journals (DOAJ). 7 pages., The aim of this study was to determine the mediating role of psychological dependence between social networking sites addiction and attitude towards social networking advertising among a sample of rural students in South Africa. Findings indicated that "perceived ease of use positively supports psychological dependence." Authors interpreted the findings in terms of opportunities for establishing marketing relationships.
5 pages., via online journal, The growth of community gardens has created new opportunities for urban Extension personnel at a time when staffing resources continue to decline. To serve the integrated pest management (IPM) needs of community gardening populations, Extension educators in two urban counties developed an on-site program involving a demonstration kit and planning protocol that Extension educators, program staff, and master gardener volunteers can use to teach IPM. The program provides practical, research-based information to community gardeners, allows Extension to maintain a presence in urban centers, and provides outreach to audiences who may not have used Extension resources historically.
Graham, Ben (author), Young, Jeff (author), Tessmann, Marcy (author), Charpentier, Tina (author), Steever, Sara (author), Jacobsen, Marie (author), and Martin, Diane (author)
Format:
Journal article
Publication Date:
2018-05
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09556
Huth, Neil I. (author), Cocks, Brett (author), Dalgliesh, Neal (author), Poulton, Perry L. (author), Marinoni, Oswald (author), and Navarro Garcia, Javier (author)
Format:
Journal article
Publication Date:
2018-03
Published:
Australia: Springer
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 6 Document Number: D10211
Article first online 13 June 2017, Via online journal., The Coal Seam Gas (CSG) extraction industry is developing rapidly within the Surat Basin in southern Queensland, Australia, with licenses already approved for tenements covering more than 24,000 km2. Much of this land is used for a broad range of agricultural purposes and the need for coexistence between the farm and gas industries has been the source of much conflict. Whilst much research has been undertaken into the environmental and economic impacts of CSG, little research has looked into the issues of coexistence between farmers and the CSG industry in the shared space that is a farm business, a home and a resource extraction network. We conducted three workshops with farmers from across a broad region undergoing CSG development to explore farmers’ perceptions of some of the issues arising from large scale land use change. Workshops explored the importance of place identity and landscape aesthetics for farmers, farmers’ acceptance and coping with change, and possible benefits from off-farm income. We found that farmers believed that place identity was not well understood by CSG staff from non-rural backgrounds and that farmers struggled to explain some concerns because of the different way they interpreted their landscape. Furthermore, high staff turnover, and the extensive use of contractors also impacted on communications. These factors were the cause of much frustration and farmers felt that this has led to severe impacts on mental health and wellbeing. Farmers felt that a change in culture within the CSG companies will be required if engagement with farmers is to improve and that efforts to employ local people in these communications was helping this. The workshops also identified a range of issues perceived by farmers arising from increased traffic volumes, impacts to mental health and wellbeing, place identity and loss of water resources for farmers. Finally, it was suggested that scientists and agricultural industry groups will need to work closely with farmers to develop understanding of these emerging issues and to develop solutions that are timely and relevant.
Fischer, Laura (author), Meyers, Courtney (author), Cummins, R. Glenn (author), Gibson, Courtney (author), and Baker, Matt (author)
Format:
Paper abstract
Publication Date:
2018-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D10010
Notes:
Abstract of paper presented at the National Agricultural Communications Symposium, Southern Association of Agricultural Scientists (SAAS) Agricultural Communications Section, Jacksonville, Florida, February 4-5, 2018.
18 pages, via online journal article, On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people’s attitudes toward Mr. Friday’s firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers’ attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were more inclined to report less negative attitudes toward the firing. Another factor that influenced public reaction is the way people perceived the relationship between the farm press and their large corporate advertising sponsors. These findings indicated audience awareness of the synergy between content making and profit making in the farm news business, and that readers saw the relationship between big advertisers and the press as not necessarily adversarial. Those in agricultural states tended to see the editorial cartoon and the firing incident as more relevant to their lives than their counterparts in non-agricultural areas. However, the perceived relevance of the editorial cartoon and the firing incident had no bearing on people’s attitudes toward the incident. Implications of the findings on fostering a healthy relationship between farm newspapers, their readers, and the agribusinesses that advertise in them are discussed.
Garfrerick, Beth H. (author / University of North Alabama)
Format:
Monograph
Publication Date:
2018
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D10069
Notes:
112 pages., Manuscript from author involving dissertation research., This monograph addresses the history of the community weekly newspaper in the United States throughout the twentieth century.
9 pages., Via online journal., Little information has been published on the business and marketing practices of landscape firms, an important sector of the green industry. We sought to profile the product mix, advertising, marketing, and other business practices of United States landscape firms and compare them by business type (landscape only, landscape/retail, and landscape/retail/grower) as well as by firm size. We sent the 2014 Trade Flows and Marketing survey to a wide selection of green industry businesses across the country and for the first time included landscape businesses. Herbaceous perennials, shade trees, deciduous shrubs, and flowering bedding plants together accounted for half of all landscape sales; 3/4 of all products were sold in containers. However, landscape only firms sold a higher percentage of deciduous shrubs compared with landscape/retail/grower firms. Landscape businesses diversified their sales methods as they diversified their businesses to include production and retail functions. Landscape businesses spent, on average, 5.6% of sales on advertising, yet large landscape companies spent two to three times the percentage of sales on advertising compared with small- and medium-sized firms. Advertising as a percent of sales was three to four times higher for landscape/retail/grower compared with landscape only or landscape/retail firms; most respondents used Internet advertising as their primary method of advertising. The top three factors influencing price establishment in landscape businesses were plant grade, market demand, and uniqueness of plants, whereas inflation was ranked as the least important of the nine factors provided. A higher percentage of small and medium-sized firms perceived last year’s prices as more important in price establishment compared with large firms. A high percentage of large landscape companies said the ability to hire competent hourly employees was an important factor in business growth and management, but this was true only for about half of the small and medium-sized landscape companies.
