Findings suggested that in-store point-of-purchase advertising was not sufficient to significantly increase brand awareness and total demand for local ornamental brands. Buying frequency was found to increase both overall demand and likelihood of brand awareness.
Tongue in cheek, the author explores the idea that those who promote consumption of farm products need to use mascots. "We may neet to put a funny face on our productà"
Online from publication. 4 pages., Suggestions from a New York City-based exotic fruit influencer and leadership developer Angela Scarfia in leading an online workshop about marketing produce brands and companies on social media.
Cisilino, Federica (author) and Cesaro, Luca (author)
Format:
Book chapter
Publication Date:
2009
Published:
Ital y
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29845
Notes:
Pages 105-119 in Adam Lindgreen, Martin K. Hingley and Joelle Vanhamme (eds.), The crisis of food brands: sustaining safe, innovative and competitive food supply. Gower Publishing Limited, Surrey, England. 352 pages.
