Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

This case study was conducted to assess the effectiveness of the communication strategies used by Monsanto in organizing and presenting DEKALB through the message reception of the farmers. The communication strategies namely, radio advertisements, informational handouts and field demonstrations were thoroughly analyzed to understand their individual impact and effectiveness to the farmers. Directed by the message comprehension model, the researcher carefully evaluated the process that came into play in the farmer's message reception. To create a more concrete correlation, the researcher first had to identify Monsanto's primary objectives in their DEKALB product promotion as a basis of reference for the communication strategies' effectiveness. The primary data of analyses were acquired by a series of interviews both with Monsanto employees directly involved during the promotion and the farmers themselves. The statement gathered from the series of interviews were then carefully segmented to analyze the statements clearly. With the data, analyses and results, this study recognized the effectiveness of Monsanto's communication strategies. DEKALB Radio advertisements were effective because of their completeness, information-wise. Informational handouts were also effective because the farmers only find the exact results of the DEKALB's trials and demonstrations in the handouts. Monsanto used terms which are easily understandable and in Cebuano language. Lastly, field demonstrations were deemed approvingly efficient among the strategies because they were participative. The farmer's queries were directly addressed. Field demonstrations also offered a live experience of the product application. Overall, the farmer's general receptions of each communication strategy's messages were positive. They accepted the strategies to be have a beneficial effect in their farming.