Farm Advertisements in Mass Media

Farm Advertisements in Mass Media
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Farm Advertisements in Mass Media

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Publisher: Agrotech Publications
ISBN: 9788183211697
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Availability: In Stock
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Preface Advertisements play a vital role in the field communication in passing on information to the targeted group. It has become a necessary ingredient in the total business including agriculture. In India the rate of adoption of modern technologies by the farmers are not so convincing or appreciable. The increase in agricultural productivity and development cannot be possible unless farmers become aware adopt the practice scientifically. The acceptance of improved farming is possible only when farmers are better informed about it through various media. Apart from extension agencies farm advertising have been informing, educating and persuading farmers to use improved farm inputs. Print advertisements published in newspapers are important in the world of advertising due to its unique characteristics like low cost, ready reference, wide coverage, credibility with source and easy manipulation of message variables. Advertisements are normally prepared to affect the consumer behaviour and it is prepared with some motive in agriculture and released through mass media. Looking into the importance of advertisements in the field of agriculture, Government and private organizations are spending crores of rupees on farm advertisements by creating awareness about farm inputs, its attributes, availability, cost etc., among farmers. However, these farm advertisements are not evaluated with respect to their relevance to farmer s needs and interests. The information on these aspects will be very much useful to the planners, policy makers and organizations involved in order to tailor the advertisements to suit to the needs of targeted population. It is in this context, a media cum audience research study was conducted in Karnataka state of India by the Senior author and results are discussed in the
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Farm Advertisements in Mass Media
book and implications are drawn. This book will be of value to agricultural scientists, extension personnel and development workers belonging to public, private, NGO and other development sectors, as it provides new insights into the theory and practice of farm advertisements. Besides, students of agriculture and rural development, especially postgraduate students, will find the book a useful reference material. Above all the book will be useful to the planners, policy makers and media managers to develop communication strategies to reach the unreached. Dhananjaya, B B.S. Nataraju
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