There are many organisations that seek to communicate with landholders for the purposes of engaging them in local environmental or conservation programs and sustainable production. This study examined whether different segments of landholders are likely to respond better to communication based on different appeals (rational or emotional), using different messages and communication channels. Seven hypothetical communication campaigns were designed with specific messages and appeals, each produced in three types of media. Focus groups of three specific landholder groups – „lifestylers‟, traditional and absentee landowners – were held to obtain their responses to the campaigns. Findings suggest that the effectiveness of communications with landholders can be increased by using preferred messages and appeals, and selecting a combination of media appropriate to the landholder group being targeted.
2011 Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing in the Age of Consumerism: Jekyll or Hyde?, Perth, Australia 28-30 November 2011
Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference / M. MacCarthy (ed): pp.1-7