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2. Measuring ROI in communications through technology
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Green, Mark (author / Osborn & Barr Communications)
- Format:
- Journal article
- Publication Date:
- 2006-03
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C23843
- Journal Title:
- Agri Marketing
- Journal Title Details:
- 44(2) : 52
- Notes:
- Offers suggestions for planning profitable uses of information technologies in agricultural marketing.
3. Statistical methods for agricultural communications research
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Powers, R.D. (author / University of Wisconsin, Department of Agricultural Journalism) and University of Wisconsin, Department of Agricultural Journalism
- Format:
- Manual
- Publication Date:
- 1966
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 27 Document Number: B02762
- Notes:
- Madison, WI : University of Wisconsin, College of Agriculture, Department of Agricultural Journalism, 1966. 53 p. (Bulletin 35)
4. What Makes a Good Agricultural Story? Validation of a Scale for Marketing and Communication
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Yueh, Hsiu-Ping (author), Chen, Ying-Ting (author), and Zheng, Yi-Lun (author)
- Format:
- Journal article
- Publication Date:
- 2020-06-18
- Published:
- Taiwan: Department of Library & Information Science of the National Taiwan University
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12170
- Journal Title:
- Journal of Library and Information Science
- Journal Title Details:
- Vol 18 No 1 (2020)
- Notes:
- 20 pages., Agricultural communication covers all kinds of human communications involving agriculture, food, natural resources and rural interests. Such communications exchange and deliver the information of the agricultural and natural resource industries to the right receivers through effective media. Storytelling in marketing is also a managerial application; it is a marketing strategy that includes the agricultural industry. While an increasing number of agricultural businesses are promoting the application of agricultural stories in marketing and facilitating increases in the consumption of agricultural products, few researchers have explicitly developed valid tools for measuring the constructs of agricultural stories. This study continued previous research on effective model of storytelling in agricultural marketing, with the aim of exploring the constructs of a good agricultural story and developing the “Agricultural Story Scale” to measure them. Thirteen items measuring three factors—authenticity, narrative, and protagonist’s distinctiveness—were confirmed to have satisfactory structural model fit. The findings of the study and recommendations that contribute to both theoretical and practical implications are reported. Keywords: Agricultural Story; Agricultural Communication; Measurement; Storytelling; Storytelling in Marketing