Using the "market, message, means of communication framework" to guide design of grape rootstock extension

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hill, Megan (author) and Hathaway, Sandy (author)
    Format:
    Journal article
    Publication Date:
    2017-01-01
    URL:
    http://www.apen.org.au/rural-extension-and-innovation-systems-journal
    Published:
    Australia: Australasia-Pacific Extension Network (APEN)
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11205
    Journal Title:
    Rural Extension and Innovation Systems Journal
    Journal Title Details:
    13(1) : 19-30
    Subject Term:
    communication planning, extension, extension communication, extension methods, extension research, horticulture, market analysis, media selection, message, message content, wine, grapes, and Australia (Oceania)
    Notes:
    The "market, message, means of communication" framework was tested in a case study, "adoption of rootstocks. It involved growing grapes for the wine industry and researchers found it a useful tool for ensuring that information is collected, analyzed, and used to inform extension program design.

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