How better communicate with beet growers | Comment mieux communiquer vers les agriculteurs betteraviers?
2001
Beguin, P. (Universite catholique de Louvain, Louvain-la-Neuve (Belgium))
Advertising aims at modifying people's behaviour. Several methods/technics are used to reach that aim such as simple familiarity, social conditioning, cognitive dissonance, etc. with the help of several media of information such as television, papers, radio, web, etc. Farmers have their own informative behaviour related to living in the country and to their pre-industrial habits. As a matter of fact, some advertising media do not reach farmers and more conservative ways of communication are still dominant as family, town activities, fairs, which are usually more involving, so more influential. But based on the oldest advertising medium, word-of-mouth, they are also more regressive. A better communication towards farmers probably requires recourse to displays.
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Эту запись предоставил University of Liège