Integrated Marketing Communication Strategies in Ohio Agribusinesses
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The Ohio State University / OhioLINK
2012
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-osu13381624532021-08-03T06:05:17Z Integrated Marketing Communication Strategies in Ohio Agribusinesses Jewell, Stacy Ellen Agriculture Communication Marketing marketing agribusiness communication Currently we encounter over 3,000 messages daily through a plethora of channels of communication (Brock & Green, 2005). With endless methods of exchanging information, it is important for businesses to harness the most effective method to reach their target audience. It is important for every industry to cater to their specific consumer base to save time and money, and the agricultural field is not any different. The researchers of this study chose to focus on the business perspective of the communications process, specifically Ohio agribusinesses The purpose of this study was to explore how agribusinesses are communicating with, and marketing to their current and potential customers. The researchers sought to identify effective communication patterns used between all Ohio agribusinesses and relay their strategies to smaller agribusinesses who often do not have time to dedicate to the area. The theories that guided this study were media richness theory and the uses and gratifications approach. The design of the study was a questionnaire that was mailed to members of the Ohio AgriBusiness Association (OABA). Descriptive statistics were calculated and reported on 102 questionnaires. Additionally, open-coding was used to analyze qualitative portions of the study. Results from the study show that many of the marketing and communications responsibilities fall to agribusiness owners, who typically aren't trained in the field. The postal service is the most frequently used method of communication, and respondents believe that face-to-face communication is the most effective. Ohio agribusinesses tend to use traditional media, but understand the value of integrating newer communication methods into their businesses. 2012-06-27 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453 http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
| collection |
NDLTD |
| language |
English |
| sources |
NDLTD |
| topic |
Agriculture Communication Marketing marketing agribusiness communication |
| spellingShingle |
Agriculture Communication Marketing marketing agribusiness communication Jewell, Stacy Ellen Integrated Marketing Communication Strategies in Ohio Agribusinesses |
| author |
Jewell, Stacy Ellen |
| author_facet |
Jewell, Stacy Ellen |
| author_sort |
Jewell, Stacy Ellen |
| title |
Integrated Marketing Communication Strategies in Ohio Agribusinesses |
| title_short |
Integrated Marketing Communication Strategies in Ohio Agribusinesses |
| title_full |
Integrated Marketing Communication Strategies in Ohio Agribusinesses |
| title_fullStr |
Integrated Marketing Communication Strategies in Ohio Agribusinesses |
| title_full_unstemmed |
Integrated Marketing Communication Strategies in Ohio Agribusinesses |
| title_sort |
integrated marketing communication strategies in ohio agribusinesses |
| publisher |
The Ohio State University / OhioLINK |
| publishDate |
2012 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453 |
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AT jewellstacyellen integratedmarketingcommunicationstrategiesinohioagribusinesses |
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