Author: Reba Ellen Hicks

Publisher:

Published: 2014

Total Pages: 88

ISBN-13:

The cattle industry is a large enterprise for American agriculture. Despite the significant number of jobs and revenue the beef industry has provided on an annual basis, the beef industry has not been immune to both natural and man-made problems, such as disease, drought, food safety concerns, and increased input costs. A majority of genetics today are derived from purebred cattle. Purebred cattle producers marketing costs are much higher than commercial marketing costs. This study examined what media producers were using, as well as the effectiveness. Diffusion of Innovations (Rogers, 2003) was used as a theoretical framework. The researcher used survey methodology to conduct this study and a questionnaire was created. This survey was distributed to 189 clients of Ranch House Designs, Inc. Upon analyzing the results, it was found that producers are using basic components, web components, and photography the most. It was noted broadcast components were used the least. Basic components, web components, and photography were perceived as the most effective types of media. It was recommended by the researcher further research be conducted in this field of study. Particularly, qualitative research was suggested in order to understand why certain media are used and others are not.