Holt-Gimenez, Eric (author) and Mora, Orlando Cruz (author)
Format:
Book chapter
Publication Date:
1993
Published:
Nicaragua
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C17247
Notes:
Pages 51-65 in Carine Alders, Bertus Haverkort and Laurens van Veldhuizen (eds.), Linking with farmers: networking for low-external-input and sustainable agriculture. Intermediate Technology Publications, London, UK. 298 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29918
Notes:
223 pages., One of the featured campaigns (Chapter 13) involves the creation of Phileas Fogg to help establish a brand by British snack food marketer, Derwent Valley Foods.
Schultz, Don E. (author), Wang, Paul (author), and Medill School of Journalism, Northwestern University, Evanston, IL
Format:
Conference paper
Publication Date:
1993
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07638
Notes:
James F. Evans Collection, Mimeographed, 1993. 24 p. Paper presented at AEJMC Conference, Special Topics, Advertising Division, Kansas City., This paper presents a conceptual approach to measuring the ROI (return on investment) of various forms of marketing communications efforts for a product or service. It is based on a behavioral segmentation process using the Integrated Marketing Communications approach. The process includes the key strategic factors of customers, competitors and the company. The approach is suitable for any type of product or service for which some type of database information is available. A spreadsheet illustrates the process. (author)
