The investigation conducted to know the socio-economic characteristics of farmers influencing their perception about the effectiveness of farm advertisements in print and electronic media revealed that the independent variables like, education, land holdings, social participation, scientific orientation, attitude towards media, farm mechanization, extension agency contact, mass media participation and extension participation were found to act as critical factors in influencing the perception of the dependent variable i,e., Effectiveness of farm advertisements. The publishers of farm advertisements should keep in mind these characteristics of the farmers while publishing the farm advertisements in mass media.
展开▼
