Agriculture Commons^™

A Mixed Methods Approach Of Communication Campaign Development And Assessment: Identifying The Needs Of An Audience And Determining The Value In Evaluation, Tara Johnson

Graduate Theses and Dissertations

The two articles presented in this thesis used both quantitative and qualitative research methods to examine two distinct stages of communication campaigns: research and evaluation. In the quantitative study, students (n = 440) at the University of Arkansas were surveyed to determine their perceptions of the Arkansas Water Resources Center (AWRC), water resources, and water issues. A questionnaire was developed from an existing instrument, reviewed by a panel of experts, pilot tested, and revised. The researchers found participants were most aware (M = 3.23, SD = 1.14), concerned (M = 4.07, SD = 0.86), and interested (M = 4.10, SD …

A Content And Visual Analysis Of Promotional Pieces Used To Promote The Arkansas Soybean Promotion Board, Amy Hughes

Graduate Theses and Dissertations

A communications campaign was developed for a commodity promotion board in the southern region of the United States with promotional pieces produced and disseminated by a third-party communications group to reach the general public, soybean producers, and animal agriculture producers target audiences through key themes and messages. A systematic, content-driven approach assessed the potential impact on perceptions of individuals. This study utilized a content and visual analysis based on semiotic theory to analyze creative pieces and focus groups to assess content quality and impact.

Many of the creative pieces displayed too many themes, and the themes did not accurately represent …