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32. Retail promotion and advertising in the green industry: an overview and exploration of the use of digital advertising
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Barton, Susan S. (author) and Behe, Bridget K. (author)
- Format:
- Journal article
- Publication Date:
- 2017-02
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12597
- Journal Title:
- HortTechnology
- Journal Title Details:
- Vol. 27, Iss. 1
- Notes:
- 8pgs, The retail portion of the green industry, valued at $50.55 billion, continues to provide a major connection between the industry and consumers. Given the importance of retailers in the green industry and little research exists that documents their advertising practices and impacts, the 2013 Trade Flows and Marketing Practices survey included questions to capture data for retail-only firms. This paper reports on the percentage of sales retailers allocate to promotion and advertising, including a breakdown of media used; point-of-sale (POS) materials and how they are acquired; how green industry retailers are using social media and mobile marketing [in particular, quick response (QR) codes]; the methods retailers use to collect customer demographics; customer loyalty programs (CLP); and how they are managed by retailers and a comparison of retail firms’ advertising practices by size of firm. A combination of mailed and Internet-distributed surveys resulted in a total of 699 useable retail business responses with greater than or equal to $1000 in annual revenue. The median expenditure as a percentage of sales on advertising was 3.6% for all retail firms responding with 33.7% spending no dollars on advertising. In examining the distribution based on media type, the Internet was the most frequently listed by firms (32.3%) with a mean expenditure of 42.5% of total advertising dollars. Social media was listed second most frequently (21.5%) with a mean expenditure of 29.6%. Newspapers were listed as the third most frequently used type of media (18.0%). Social media use is strong and among social media platforms, Facebook (60%) far exceeds any other platform. A third of the respondents (34.2%) reported the use of POS materials. A very small percentage of firms (3.0%) reported using QR codes and 19.4% reported having a CLP. Of those, 45.8% used customer purchase cards, whereas 35.4% used POS software. Nearly 33% of the firms collected demographic information about their customers. Of those, the method with the highest percentage use (multiple responses were permitted) was social media (50.7%) followed by CLP (48.9%), web visits (34.5%), questionnaires (15.7%), social coupons (13.5%), census data (3.9%), and marketing firms (3.1%). There were firm-size differences in seasonal employees and mean sales per employee with large firms having greater numbers than hobby, small- or medium-sized firms. There were no differences in the percentage of advertising media allocations based on firm size, but large firms used web visits, social coupons, and social media more than other types of firms to collect customer demographics. While, green industry retailers are currently using social media for marketing green industry goods, they have much more opportunity to use electronic media for CLPs and to begin using QR codes or other mobile-centric technologies to deliver in-store promotional information to consumers.
33. Rosé berries have arrived
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Goodyear, Dana (author) and The New Yorker
- Format:
- Online article
- Publication Date:
- 2019-08-11
- Published:
- United States: Condé Nast
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11314
- Notes:
- 5 pages., via online magazine publication
34. Selected GO TEXAN members' online presence: a communications audit
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Meyers, Courtney (author), Irlbeck, Erica (author), Gibson, Courtney (author), and Ahrens, Chelsey (author)
- Format:
- journal articles
- Publication Date:
- 2012
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE).
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 186 Document Number: D00836
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 96(3) : 26-37
- Notes:
- Online via open access.
35. Seven ways to monetize marketing services online: Farm Journal describes how it's making money "beyond the banner"
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kinsman, Matt (author)
- Format:
- Journal article
- Publication Date:
- 2011-06-16
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 184 Document Number: D00229
- Journal Title:
- Folio
- Notes:
- Via online issue. 4 pages.
36. Short food supply chains from a social media marketing perspective: a consumer-oriented study in Spain
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Elghannam, Ahmed (author) and Mesias, Francisco (author)
- Format:
- Online journal article
- Publication Date:
- 2019-03
- Published:
- Bononia University Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 121 Document Number: D11092
- Journal Title:
- New medit: Mediterranean journal of economics, agriculture and environment
- Journal Title Details:
- 18(1): 79-90
- Notes:
- 12 pages., via online journal., The increasing use of internet, especially the proliferation of social networks has offered companies of all sectors the opportunity to keep in contact with their consumers; getting their feedbacks and complains on a daily basis and even to create short online chains enabling consumers to buy their products. This trend is found to be rather limited in the case of food products. The main objective of this article is to deal with consumer’s perceptions towards the potential use of social media to create online short supply chains for food. Projective techniques (Sentence completion tasks) have been used in this study. As, they allow researchers to uncover motivations, emotions and beliefs that drive consumer’s perception and behavior which may not be detected by straightforward questioning. The findings of this study have allowed to obtain insight into those aspects that consumers regard as opportunities or barriers of such potential short food chains. The main aspect is to put food enterprises in the picture about what is going on in consumer’s mind. This might open new possibilities for food businesses to develop a new short food chain.
37. Small farmers’ use of social media and other channels for marketing their agricultural products
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Moreno-Ortiz, Carlos Alberto (author), Peterson, Dr. Donna J. (author), Collart, Alba J. (author), Downey, Laura (author), Seal, Susan (author), and Gallardo, Roberto (author)
- Format:
- Journal article
- Publication Date:
- 2021-12-10
- Published:
- United States: Clemson University Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D12409
- Journal Title:
- Journal of Extension
- Journal Title Details:
- Vol. 59, Iss. 4
- Notes:
- 8 pages, We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.
38. Social activities, information seeking on subjects like health and education top the list of mobile activities
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Silver, Laura (author) and Huang, Christine (author)
- Format:
- Research report
- Publication Date:
- 2019
- Published:
- International: Pew Research Center, Washington, D.C.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 134 Document Number: D11402
- Notes:
- 5 pages., Online via website., "In emerging economies, smartphone and social media users have broader social networks."
39. Social marketing: changing behaviors for good
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lee, Nancy R. (author) and Kotler, Philip (author)
- Format:
- Book
- Publication Date:
- 2016
- Published:
- International: Sage, Los Angeles, California.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09285
- Notes:
- Fifth Edition. 567 pages.
40. Social media as a new playing field for the governance of agro-food sustainability
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Stevens, T.M. (author), Aarts, N. (author), Termeer, CJ A.M. (author), and Dewulf, A. (author)
- Format:
- Online journal article
- Publication Date:
- 2016-02
- Published:
- Science Direct
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10902
- Journal Title:
- Current Opinion in Environmental Sustainability
- Journal Title Details:
- 18:99-106
- Notes:
- 8 pages., via online journal., Social media bring various stakeholders of the agro-food system together into a new playing field. This article reveals the dynamics of this playing field and the ways in which this can influence the governance of agro-food sustainability. We delineate three pathways that highlight the ways in which social media can have implications for the governance of agro-food sustainability; firstly, Hypes on agro-food sustainability issues, secondly, opportunities for the self-organization of food movements, and thirdly, data for new forms of agro-food governance. We conclude that while mass self-communication on social media forms an emergent force that disrupts agro-food governance, it also generates data that forms a resource for powerful players to regain control.