Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


osu1338162453.pdf (1.46 MB)

ETD Abstract Container

Abstract Header

Integrated Marketing Communication Strategies in Ohio Agribusinesses

Jewell, Stacy Ellen
http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453

Abstract Details

2012, Master of Science, Ohio State University, Agricultural and Extension Education.
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.  
Emily Rhoades, PhD (Advisor)
Jeffrey King, PhD (Committee Member)
128 p.
Agriculture; Communication; Marketing
marketing; agribusiness; communication

Recommended Citations

Citations

  • Jewell, S. E. (2012). Integrated Marketing Communication Strategies in Ohio Agribusinesses [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453

    APA Style (7th edition)

  • Jewell, Stacy. Integrated Marketing Communication Strategies in Ohio Agribusinesses. 2012. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453.

    MLA Style (8th edition)

  • Jewell, Stacy. "Integrated Marketing Communication Strategies in Ohio Agribusinesses." Master's thesis, Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453

    Chicago Manual of Style (17th edition)

osu1338162453
5,715
© 2012, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.