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EARTH WRITE Page 36
8.4 Partnering
The CFRN campaign is instructive on a number of points. It illustrates how advisable it
would be for AAFRD to further develop its existing networks of partners and sponsors. The
station is convinced that the campaigns would be more effective if AAFRD relied more on the
experience of the media in conducting social marketing campaigns and involved media and other
partners in the planning phases of the campaigns
School administrators indicated that AAFRD must also be cognisant of the parameters
of the school system so that AAFRD can work effectively within these boundaries.
Understanding this complexity allows AAFRD to adjust to and effectively use the large networks
that the school system provides.
AAFRD, as producer of the advertising concept, is competing in a huge market place for
the farmer's attention Economic concerns such as corporate mergers, self- marketing strategies,
farm inputs and outputs draw attention away from safety issues. Local environmental issues such
as oil and gas emissions and waste disposal not to mention social issues of communities
disappearing, health and educational concerns all vie for the limited energy and attention of the
rural audience.
Finally, AAFRD's motivation for pursuing a social marketing campaign can be looked at
in various ways Socially AAFRD, may truly wish to keep the family farm a viable entity within
the Alberta economny, economically, AAFRD may want to increase farm production in the global
economy and may be under pressure to generate trade by expanding the agricultural market share.
Public pressure may also be a motivating factor, with AAFRD responding to media attention
about farm accidents. In response, AAFRD may be accessing federal government funding
( CASP) to pursue resources it is unable to generate internally.
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 47 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE Page 36 8.4 Partnering The CFRN campaign is instructive on a number of points. It illustrates how advisable it would be for AAFRD to further develop its existing networks of partners and sponsors. The station is convinced that the campaigns would be more effective if AAFRD relied more on the experience of the media in conducting social marketing campaigns and involved media and other partners in the planning phases of the campaigns School administrators indicated that AAFRD must also be cognisant of the parameters of the school system so that AAFRD can work effectively within these boundaries. Understanding this complexity allows AAFRD to adjust to and effectively use the large networks that the school system provides. AAFRD, as producer of the advertising concept, is competing in a huge market place for the farmer's attention Economic concerns such as corporate mergers, self- marketing strategies, farm inputs and outputs draw attention away from safety issues. Local environmental issues such as oil and gas emissions and waste disposal not to mention social issues of communities disappearing, health and educational concerns all vie for the limited energy and attention of the rural audience. Finally, AAFRD's motivation for pursuing a social marketing campaign can be looked at in various ways Socially AAFRD, may truly wish to keep the family farm a viable entity within the Alberta economny, economically, AAFRD may want to increase farm production in the global economy and may be under pressure to generate trade by expanding the agricultural market share. Public pressure may also be a motivating factor, with AAFRD responding to media attention about farm accidents. In response, AAFRD may be accessing federal government funding ( CASP) to pursue resources it is unable to generate internally. |
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