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Agrimarketing : October 2007
October 2007 AgriMarketing 59 • Product financials. • Marketing investment and pricing structure in the farm and fleet channel by retailer and by product category and sku. • Audit of communications across organizational touch points. • Large property owner insights. • Online quantitative assessment of large property owners to better understand: • Product category interest/ relevance. • Product use/intended use. • Unmet needs analysis. • Target segments. The comprehensive analysis and extensive experience in agribusiness enabled Market Directions to pro- vide strategic direction to the client by delivering a consumer products growth plan that realigned the client's product portfolio, suggested product line extensions, identified high potential customer segments and recommended a channel/ market positioning. AG MEDIA RESEARCH With the release of the 2007 AMR Farmer Radio Listening Ratings Study, marketers and broadcasters can now view, print and save county commod- ity and livestock data as well as analyze farmer radio listening. A participants' ver- sion of the rat- ings software is being made avail- able, at no charge, to advertising agencies and other companies mar- keting products or services to farm- ers and ranchers. Using the AMR software, users analyze not only farmer radio listen- ing but also total commodity acres or total livestock numbers within the geographic area rated. The total commodity and livestock data reported by county is based on U.S. Census of Agriculture. In addition to farmer listening ratings for radio stations, consoli- dated, or unduplicated, ratings are also provide for participating farm radio networks of stations. On a Monday-Friday 5 a.m.- 7 p.m. basis, marketers can deter- mine Average Quarter Hour Rating, Average Quarter Hour Share and Cume Rating. Radio listening reports can be generated by the hour or for broader day parts. Radio listening ratings can also be calculated by 13 different com- modities produced. DMRKYNETEC Formed from the merger of Doane Marketing Research, Inc., St Louis, MO, and Kynetec Limited, Newbury, UK, in February 2007, dmrkynetec is now the leading global provider of innovative market research and con- sulting services specializing in crop protection, biotechnology and animal health industries. With eleven full-service, full-spec- trum market research offices across North America, Europe and Asia, dmrkynetec is extremely well placed to service the evolving needs of global organiza- tions operating in the agricultural input supply industry. Principle ser- vices include: • Customized ad hoc market research across the EU, Eastern Europe, Latin America, Asia and North America. • Continuous farm level research measuring behavior and attitudes in the U.S.A., UK, China, Japan and throughout South East Asia. • Continuous transactional/point of sale research programs in the USA and UK. • An annual trade/industrial inter- view research program, covering some 67 countries worldwide. • i-map, a proprietary market (more on page 60) Claussen agmedia@agmedia. com Cleveland rcleveland@ dmrkynetec.com
November December 2006
November December 2007