The potential of integrated marketing in increasing adoption of land rehabilitation practices in northwest New South Wales, Australia

Land degradation is a major threat to the productivity of agricultural land in Australia, and on the soils used for growing wheat (Triticum aestivum) soil erosion and fertility decline are serious problems. A study financed jointly by NSW Agriculture, Grains Research and Development Corporation (GRDC) and agribusiness looked at the effectiveness of using integrated marketing to increase adoption of dryland lucerne (Medicago sativa) in rotations in northwestern NSW as a means to rehabilitate degraded wheat soils. At the time of the study, average wheat and protein yields were declining. Integrated marketing, with heavy reliance on television advertising, was run during Summer 1992 and Autumn 1993. Approximately 750 wheat growers, located around Moree in NSW comprised the target group. A similar number of comparable farmers from around Dalby in southern Queensland, who were not exposed to the promotional campaign, formed the control group. Farmers were surveyed by mail just before and 18 months after the campaign. While the results were compounded by severe drought during the study time, as well as by other constraints, the data suggest none the less the value of this approach in getting farmers to change their practices. One in six wheat growers in the target area were aware of the free information kit available via the advertised 1800 number or freepost mail coupon; one in twelve obtained the kit. Television was the most influential media in eliciting a response, followed by the Australian Grain Magazine. The results suggested that the campaign did in fact engender the desired change. The study highlights the possible role integrated marketing may play in rural Australia, whether the subject dealt with is agricultural, environmental or other, not because of any novelty value, but because of the technique itself. (C) 1998 John Wiley & Sons, Ltd.