112117_YKMV_A12.pdf
November 21, 2017 • Page 12
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Look Beyond Input
Marketing Claims
South Dakota’s “Mount Rushmore’s
American Pride” Float Appears
In The Annual Macy’s
Thanksgiving Day Parade®
BROOKINGS, S.D. - Collecting unbiased data from
well-designed research
can have a large impact on
PIERRE, S.D. — R&B icon Smokey Robinson will perform on the “Mount Rushmore’s farmers' bottom.
American Pride” float in the 91st Macy’s Thanksgiving Day Parade®.
"Farmers spend millions
For the eighth year in a row, the “Mount Rushmore’s American Pride” float will apof dollars on agronomy
pear in the parade. An estimated 3 million spectators will watch from New York while
Book 64
Easy Sudoku Puzzles by KrazyDad
products each year. The
more than 50 million television viewers watch nationwide. The goal of this effort by the best way to determine if
Department of Tourism is to drive new and repeat visitors to the state and to generate a product or practice is
brand Sudoku #5
awareness.
Sudoku #6
effective prior to purchase
Smokey Robinson will be joined by the South Dakota Department of Tourism’s
or 9 5
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1 7 implementation, is
Mount Rushmore mascots.
to ask for the data and
The float will make its national appearance on NBC-TV on Thursday, November 23rd, research backing a com5 and noon in all time zones.
2 9 8
5
1
between 9 a.m.
pany's claims," explained
The South Dakota Department7 Tourism is comprised of Tourism and 4 South 8 Sara 3
of
the
3
4 2
Berg, SDSU Extension
Dakota Arts Council. The Department is led by Secretary James D. Hagen.
Agronomy Field Specialist.
5
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8
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5 Berg is6 of a multipart
state team of Extension
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gether to clear up confu3 4
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sion among producers
In Print and Online!
7 2
1
3
1
3
4 when it comes to research.
Together they have pub4 5 9
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lished a series of articles
which delve into four
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research topics including:
M I S S O U R I VA L L E Y
© 2008 KrazyDad.com
© 2008 KrazyDad.com
replicated vs. side-by-side
comparisons, how to set
up on-farm research, inFill the puzzle so that every row, every column, and every
terpreting research terms
you read this
section contain the numbers 1-9 withoutRrepeating a number. Sudoku #8
and data, and the topic of
Sudoku #7
M I S S O U I VA L L E Y
you know...
Challenging Sudoku Puzzles by KrazyDad
this article, interpreting
8
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Sudoku #2
and clarifying ag product
7 6 1 3 2 4 8 9 5
marketing4
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5
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Call the
2 8 64 6 3 1 7 9
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5 final article, written by this
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Missouri Valley Shopper team, to help producers
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see 3 6
7
2
1 3
9 at 665-5884
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4 legitimate research
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from biased information
1 9 6 5 4 7 3 2 8
8 7
3 or your ad4 place 8 2 9 sell inputs.
6stop by today!
7 to
produced to
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Last Tuesday’s
Sudoku Solution
#6
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advertising
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M I S S O U R I VA L L E Y
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ea BOOK 64 #7
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© 2008 KrazyDad.com
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Check next Tuesday’s paper for
the solution to today’s puzzle.
1
ing falsified or misleading
claims from those that are
not is crucial."
One method Berg said
some marketers use is to
display limited data in a
skewed or biased manner
by changing the scale of a
graphic. Another method
is to add disclaimers or
provide vague information
and/or nothing to compare
the product claims to.
However, some companies
and institutions provide
excellent data with honest results for farmers to
choose from; even in these
cases, one must understand how to interpret the
data.
"When a product is
falsely promoted, often
the customer is provided
only baseline information
needed to make a sale. It
is vital that farmers take
time to look over product
information, ask questions
and understand data presented to them," Berg said.
"Marketing claims are not
always falsified or skewed,
but knowing how to spot
poorly-backed claims can
provide farmers peace
of mind in knowing they
are investing in products
or adapting practices
that have been properly
tested."
2
6
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iGrow and search by Sara
Berg's name.
In addition to Berg, the
team includes: Lizabeth
Stahl, University of Minnesota; Josh Coltrain,
Kansas State University;
John Thomas, University
of Nebraska-Lincoln.
See through marketing
ploys
New on-farm technology provides many farmers
with real-time data access.
"With large amounts of
data and fast access to
information and product
marketing, producing a
commodity requires many
decisions," Berg added.
"Knowing that a product
has been tested and shown
to make a difference
should be a deciding factor
when making purchases.
Yet, it is not that simple in
most cases."
The reason? Berg
explained that although
data may be included on
packaging, sometimes
companies leave vital
information off when
advertising because many
view it as confusing and
unnecessary.
"False research claims
or partial truths are found
alongside accurate claims
about quality products
in marketing around the
world," Berg said. "Separat-
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