C ON C E P T O F

C OM M U NIC A T IO N
BY : JERALD C. ERIVERA
DEFINING COMMUNICATION
ELEMENTS OF
COMMUNICATION
COMMUNICATION
AS A PROCESS &
INFORMATION
MODEL OF COMMUNICATION
 WHAT IS
COMMUNICATION?
•COMMUNICATION COMES
FROM LATIN
WORD, COMMUNIS, WHICH
MEANS COMMON.
•THE PROCESS BY WHICH
INDIVIDUAL SHARE
MEANING
•NOT SIMPLY THE VERBAL, CLEAR AND
INTENTIONAL TRANSMISSION OF
MESSAGE; IT INCLUDES ALL THOSE
PROCESSES BY WHICH PEOPLE
INFLUENCE ONE ANOTHER.
May be define as “social interaction
through message (gerbner 1876)
 ELEMENTS OF
COMMUNICATION
SENDER MESSAGE CHANNEL

FEEDBACK RECEIVER
Communication
Model
LINEAR MODEL
INTERACTIVE MODEL
TRANSACTIONAL MODEL
COMMUNICATION IS A PROCESS &
INFORMATION ACCORDING TO
KINCAID & SCHARAMM:
1. NOT ALL COMMUNICATION HAS
TO BE HUMAN COMMUNICATION
2. NOT ALL PARTICIPANTS IN A
COMMUNICATION PROCESS HAVE
TO BE PRESENT AT THE SAME TIME
3. BECAUSE OF INFORMATION AND THE
WAYS WITH WHICH MAN CREATES,
MAINTAINS, STORE, RETRIEVES,
PROCESSES AND INTERPRETS IT,
COMMUNICATION CAN TAKE PLACE
OVER LARGE DISTANCES OF SPACE AND
TIME.
4. NOT ALL
COMMUNICATION TAKE
PLACE IN WORDS.
5. COMMUNICATION DOES
NOT ALWAYS REQUIRE
TWO OR MORE
PARTICIPANTS
5. THINKING IS A
FORM OF
COMMUNICATION
THANK YOU

#END
NEXT PART
MEDIA
ADVANTAGES AND LIMITATIONS
OF VARIOUS COMMUNICATION
MEDIA

HOW THE VARIOUS MEDIA

ARE USED
APPROPRIATENESS OF MEDIA IN
DEVELOPMENT MESSAGES
• RADIO
NATURE OF
RADIO
RADIO
FOUR (4) MAJOR
FUNCTIONS OF
RADIO
•TO INFORM
•TO EDUCATE
•TO ENTERTAIN
•TO PERSUADE
ADVANTAGES
OF RADIO
IT IS IMMEDIATE.
(PERSON TO PERSON)

MORE INTIMATE THAN THE PRINT

MEDIA.
IT IS PORTABLE.
ABLE TO REACH A LARGE
NUMBER OF PEOPLE AT
ONE TIME.
AVAILABLE AND
AFFORDABLE
CAN REPEAT
MESSAGES AT LOW
COST
REACH ILLITERATE
AUDIENCES
ANNOUNCES EVENTS AND
DEVELOPMENTS AS THEY
HAPPEN
FLEXIBLE IN STYLE <RANGING
FROM DRAMA TO LECTURES,
FOLK SONGS TO INTERVIEW>
AUDIENCE CAN DO OTHER
THINGS WHILE LISTENING.
DEVELOP ONE’S
IMAGINATION.
DISADVANTAGES
PURELY AUDIO.
CANNOT ILLUSTRATE
COMPLICATED TECHNICAL
CONCEPT
CANNOT PROVIDE OR
RESPOND TO IMMEDIATE
FEEDBACK
CANNOT MEASURE AUDIENCE
REACTION, PARTICIPATION.
CANNOT REPEAT
MESSAGES UPON DEMAND
CANNOT OVERCOME SOME
GEOGRAPHICAL BARRIERS TO
REACH THE REMOTEST
COMMUNITIES
WHILE ON AIR,
FORGET NOT
TO…
PREPARE A
SCRIPT
•ARRANGE THE PAGES OF YOUR
SCRIPT LOOSELY SO THAT EACH
PAGE WILL SLIP EASILY OVER THE
OTHER;
•RELAX PHYSICALLY AS
WELL AS MENTALLY;
•PRACTICE PROPER
BREATHING (I.E. INHALE,
EXHALE);
•WORK FOR THE VOICE
WITH A SMILE;
•MAINTAIN THE RIGHT
DISTANCE FROM THE
MICROPHONES;
•APPEAR TO BE TALKING
RATHER THAN READING
(CONVERSATIONAL);
•SPEAK CLEARLY, CREATIVELY AND
RICHLY;
•KEEP YOUR TONE ALIVE AND
DYNAMIC;
•PAUSE AT THE RIGHT
PLACES AND TIME;
•GIVE THE TIME;
•IDENTIFY THE STATION;
•IDENTIFY THE PROGRAM;
•IDENTIFY YOURSELF;
•ENCOURAGE
AUDIENCE RESPONSE;
•GIVE THE PHONE
NUMBER;
• AVOID DEAD AIR
TIPS FOR USING
A MIKE
•AVOID TAP THE MIKE WHEN IT’S ON.

•DON’T BREATHE INTO THE MIKE.

•ALWAYS KEEP YOUR HEAD IN FRONT OF
THE MIKE. THE SIDES OF SOME MIKES ARE
DEAD AND WON’T PICK UP YOUR VOICE.
•THE PROPER DISTANCE FROM THE
MIKE.
•NEVER, IF HUMANLY POSSIBLE, COUGH
INTO A LIVE MIKE. TURN THE MIKE OFF
BEFORE GETTING THAT FROG OUT OF YOUR
THROAT.
QUESTION?
• OTHER ADVANTAGES?
•QUESTION:
WHY IS IT THAT RADIO IS STILL
PATRONIZE IN MODERN TIME?
• TELEVISION
•ADVANTAGES
•THE MAIN STRENGTH OF TELEVISION
LIES IN ITS ABILITY TO COMMUNICATE
OR EXPLAIN COMPLICATED MESSAGE
BECAUSE OF ITS COMBINATION OF
SOUNDS AND PICTURE
•AMONG THE MASS MEDIA, IT IS THE
CLOSEST TO FACE-TO-FACE
COMMUNICATION AND IS
SUCCESSFUL IN REACHING PUT BOTH
LITERATE AND ILLITERATE AUDIENCE
•DISADVANTAGES
•ACCESSIBILITY AND
AVAILABILITY
•EDUCATIONAL/DEV`T . SHOWS
FACE SEVERE COMPETITION
FROM ENTERTAINMENT
PROGRAMS
•PREPARATION OF DEV`T
COMM .PROGRAMS FOR TV REQUIRES
MUCH PLANNING, PREPARATION,
TECHNICAL, CREATIVE AND
COMMUNICATION SKILLS THAN OTHER
MEDIA
WITH THESE
DISADVATAGES, DEV`T.
COMMUNICATORS HAVE
TWO OPTIONS
•EDUCATE STAFF OF NATIONAL
TELEVISION STATIONS SO THAT
THEY CAN FIND WAYS OF USING TV
FOR DEVELOPMENT PURPOSES
•EXPLORE LOCAL TELEVISION
ALTERNATIVES SUCH AS
COMMUNITY CABLE
STATIONS.
• NEWSPAPER
ADVANTAGES
•CAN PRESENT TECHNICAL
DATA IN CLEALY DESIGNED
TEXT AND DATAILED
INFORMATION
•NEWSPAPER ARE STILL
INFLUENTIAL IN CREATING
AWARENESS AND
MOBLIZING PUBLIC OPINION
•ARTICLES, TOO CAN BE
SHARED OR KEPT AS
REFERENCE MATERIALS
DISADVANTAGES
•AUDIENCE IS LIMITED TO
THOSE WHO CAN READ
•CURRENT PRICES MAKES
A NEWSPAPER
RELATIVELY EXPENSIVE
• CINEMA
ADVANTAGES
•CINEMA HAS THE POWER
TO CATCH ATTENTION,
REACH BIG AUDIENCE.
•VERY APPEALING
MEDIUM
DISADVANTAGES
•DEV`T. MESSAGE IS IN
THE FIRM COMPETITION
AGAINST THE
MAINSTRAM FILMS
•WALL PAINTINGS
•BILLBOARDS
•AND OTHER MEDIA
NEXT PART
BARRIERS
•EXPLAIN WHY COMMUNICATOR MUST
UNDERSTAND THE DIFFERENT BARRIERS OF
EFFECTIVE COMMUNICATION
•IDENTIFY DIFFERENT TYPES OF BARRIERS
•CITE EXAMPLES/CASES OF HOW BARRIERS TO
EFFECTIVE COMMUNICATION BE OVERCOME
• WHAT IS BARRIERS OF
COMMUNICATION?
NOISE
TYPES OF COMMUNICATION
BARRIERS
CHANNEL NOISE
•STATIC/MOTIONLESS
SIGNAL
• WRONG SPELLING
•LETTER TOO SMALL TO
READ
•DEAD AIR ON THE
RADIO
• BLURRED PRINT
•
TEXT COMPETING
WITH VISUALS
•AND POOR RESOLUTION
ARE CONSIDERED
CHANNEL NOISE
ENVIRONMENTAL
FACTORS
•THESE BARRIERS ARE
PRESENT IN THE ENVIRONMENT
IN WHICH COMMUNICATION
TAKES PLACE
•THEY ARE EXTERNAL TO THE
COMMUNICATION PROCESS BUT
MAY CREATE CONDITIONS UNDER
WHICH COMMUNICATION
EFFECTIVENESS IS HAMPERED
SEMANTIC NOISE
•SEMANTIC NOISE HAPPENS WHEN
A MESSAGE IS RECEIVEDAS SENT
BUT THE MEANING RECEIVED WAS
DIFFERENT FORM THE MEANING
SENT
•EXAMPLE IS WHEN THE WORD IS
NEW TO US, NO MATTER HOW
CLEAR IT IS SAID, STILL WE COUD
NOT ARRIVED AT THE CORRECT
MEANING.
 OTHER
BARRIERS OF
COMMUNICATIO
N
NEXT PART
COMMUNICATIO
N
COMPETENCE
QUALITIES OF A COMPETENT
COMMUNICATOR
•THEY HAVE A WE-NOT-ME
COMMUNICATOR
•THEY UNDERSTAND
COMMUNICATION
EFFECTIVENESS
•THEY HAVE A SENSE OF
APPROPRIATENESS
(PATHOS)
•USE BOTH VERBAL AND
NON-
VERBAL COMMUNICATION
•SENDER MUST HAVE
BACKGROUND
ABOUT THE RECEIVER
•ESTABLISH HARMONIOUS
RELATIONSHIP
•AS MUCH AS
POSSIBLE
DO NOT ARGUE
 • AVOID
MANNERISM
•ENCOURAGE
AUDIENCE TO
RESPONSE
•USE APPROPRIATE
LANGUAGE
 COMPONENT OF
COMMUNICATION
COMPETENCE
1.KNOWLEDGE
2.SKILLS
 WHAT IS MORE
ESSENTIAL
KNOWLEDGE OR SKILL?
SKILL WITHOUT KNOWLEDGE
IS DANGEROUS, BUT
KNOWLEDGE WITHOUT SKILL
IS USELESS
3. SENSITIVITY
4. VALUES
BARRIERS TO EFFECTIVE
LISTENING
1. MANY PEOPLE ASSUME IN
ADVANCE THAT THE MESSAGE
COMMUNICATED WILL BE
UNINTERESTING AND
UNIMPORTANT.
2. PEOPLE BEGIN BY
MENTALLY CRITICIZING
THE SOURCE`S DELIVERY
3. PEOPLE CAN BECOME OVER
STIMULATED WHEN THEY
QUESTION
. OR OPPOSE AN IDEA
AND, CONSEQUENTLY, HEAR ONLY
PART OF IT.(ARGUMENT,REBUTTAL)
4.PEOPLE LISTEN ONLY FOR A
FACTUAL
. DATA AND WANT TO
BE SPARED OF THE “DETAILS”
5.PEOPLE TRY TO OUTLINE EVERYTHING
THEY HEAR IN A CONFERENCE OR AT
CONVERSATION.
. BUT IN THEIR BUSY
EFFORTS TO OUTLINE WHAT`S SAID,
THEY HEAR ONLY 1/3 OF IT
6.PEOPLE FREQUENTLY PRETEND TO GIVE THE
SOURCE THEIR UNDIVIDED ATTENTION. THEN
THEY PROCEED TO TUNE HIM/HER IN OR OUT
AT WILL WHILE RETAINING AN ATTENTIVE
FACIAL EXPRESSION.
7.PEOPLE PERMIT OTHERS TO
SPEAK INAUDIBLY OR TO GIVE
FRAGMENTARY INFORMATION
INSTEAD OF ASKING FOR
CLARIFICATION OR REPETITION
8.PEOPLE ARE ALLERGIC TO
CERTAIN WORDS, IDEAS OR
PHRASES, THEY FIND DISTASTEFUL.
THEY TEND TO CHANGE THE TOPIC
9. THEIR MINDS
WANDER (STROLL)
NEXT PART
 THE IEC
APPROACH
WHAT IS
IEC?
INFORMATION
EDUCATION
COMMUNICATION
THERE ARE FOUR (4) CONCERNS
NEED TO PRESENT TO VISUALIZE
THE BASIS FOR THE TRIADIC

APPROACH CALLED IEC

First, Why the
need to
reach
people?
Second, Why
the need for a
large-scale
communicatio
n approach?
WE NEED A COMPREHENSIVE,
LARGE-SCALE, MASS ORIENTED
COMMUNICATION PROGRAM TO
ACHIEVE RESPECTABLE
SUCCESS.
Third, Why the
need to make
extensive use
of mass
media?
-RADIO -FLIERS
-TV -BROCHURE
-NEWSPAPER -MAGAZINE
-POSTER -COMICS
OR EVEN INTERNET
Fourth, Why need
for a holistic
approach to
solve the
problems?
TO DELETE THE
ROOT CAUSE
IEC AS BASIC
FRAMEWORK
 INFORMATION
(INFORMATION
MANAGEMENT)
 EDUCATION
[POPULATION EDUCATION]
 SIX (6) FACTORS THAT
INFLUENCE THE SUCCESS OF
THE PROGRAM
(FAMILY PLANNING)
 1.HAVING CLEAR DEFINED OBJECTIVES
AND EVALUATION STRATEGIES

2.ADEQUATE ATTENTION TO WOMAN`S

ROLE WITHIN AND OUTSIDE THE HOME

3.MOBILIZING EFFECTIVE AND

SUSTAINED SUPPORT OF MEN.
 4. MAKING EFFORTS TO DIRECT SPECIFIC
DEVELOPMENT COMMUNICATION STRATEGIES
TOWARD TARGET GROUPS

5. ADEQUATE TRAINING EDUCATIONAL WORKERS

6. LINKING NATIONAL PROGRAMS WITH

APPROPRIATE LOCAL INSTITUTIONS TO GAIN
RECOGNITION AND SUPPORT FROM THESE
BODIES
COMMUNICATION
(COMMUNICATION MEDIA)
THUS…
 Communication
Education
Information
 SIX (6) FACTORS THAT
HAMPER IEC ACTIVITIES
 1.LACK OF UNDERSTANDING OF THE ROLE OF
THE INFORMATION UNITS WITHIN THE
POPULATION PROGRAMS

2.LACK OF TRAINED MANPOWER

3.INEFFECTIVE IF NOT LACK OF

COORDINATION AMONG AGENCIES
INVOLVED IN THE IMPLEMENTATION OF
POPULATION PROGRAM
 4. INADEQUATE DATA AND
UNDERUTILIZATION OF DATA

5. LACK OF FUNDING SUPPORT; AND

6. LACK OF COMMITMENT BY TOP

LEADERSHIP
D EV C O M D E F INIT IO N
BY : JERALD C. ERIVERA
 QEBRAL (1971) DEFINES DEVELOPMENT
COMMUNICATION AS

“THE ART AND SCIENCE OF HUMAN COMMUNICATION

APPLIED TO THE SPEEDY TRANSFORMATION OF A
COUNTRY AND THE MASS OF ITS PEOPLE FROM POVERTY
TO A DYNAMIC STATE OF ECONOMIC GROWTH THAT
MAKES POSSIBLE GREATER SOCIAL EQUALITY AND THE
LARGE FULFILLMENT OF THE HUMAN POTENTIAL”
ART
ART
-DEV COM REQUIRES
CREATIVITY IN
COMMUNICATING MESSAGES
-IT INVOLVES A LOT OF STYLE
AND STRATEGIES TO BE
UNDERSTOOD AND BE ACCEPTED
BY YOUR LISTENERS.
SCIENCE
SCIENCE
-DEV COM IS A SOCIAL
SCIENCE
-IT USES THE SCIENTIFIC METHOD TO
ENRICH IT FIELD THROUGH
RESEARCH WHERE FINDINGS CAN BE
APPLIED TO DEVELOPMENT
PROBLEMS
 HUMAN
COMMUNICATION
-DEV COM IS HUMAN
COMMUNICATION WHETHER
INTERPERSONAL OR
MEDIATED TYPE
-THE PEOPLE ARE THE KEY PLAYERS
IN ANY COMMUNICATION SITUATION
WITH THE TECHNOLOGY OR
CHANNEL USED DEPENDENT UPON
THE PURPOSE OF THE
COMMUNICATOR.
 SPEEDY
TRANSFORMATION
-CHANGES OR
TRANSFORMATION IN ANY
SOCIETY ARE ALWAYS
EXPECTED.
-DEVELOPMENT COMMUNICATORS
SHOULD HASTEN THE COMING OF
CHANGE OR BETTER, THEY SHOULD
BE ACT AS PRIME MOVERS IN
DEVELOPMENT EFFORTS OF THEIR
COMMUNITIES.
 COUNTRY AND
THE MASS OF ITS
PEOPLE
-DEVELOPMENT PROGRAMS
AND THEIR EFFECTS SHOULD
BE FELT BY THE MASSES OF
THE MAJORITY OF THE PEOPLE.
 FROM POVERTY TO
DYNAMIC SATE OF
ECONOMIC GROWTH
-POVERTY IS THE MOST
THREATENING OF ALL THE
THIRD WORLD PROBLEMS.
GREATER SOCIAL
EQUALITY
-IN A DEVELOPING
COUNTRY THERE IS A WIDE
GAP BETWEEN THE RICH
AND THE POOR
-NARROWING THE GAP IS
ONE OF TARGETS OF
DEVELOPMENT
COMMUNICATION
poster DevCom materials PSA

jingle
newspaper
drama Other com.
material

Poor DevComgap richRich

workshop Seminar
TV
Radio
fliers leaflet
program
LARGE FULFILLMENT
OF THE HUMAN
POTENTIAL
-EVERYONE IS GIFTED
WITH TALENT, SKILLS OR
CAPABILITIES.
-HOWEVER, THESE ARE NOT
MAXIMIZED DUE TO LACK OF
OPPORTUNITIES. WE SHOULD
MAKE PEOPLE REALIZE AND BE
CONSCIOUS OF THEIR POTENTIALS
AND CAPABILITIES
 DEVCOM
VS
MAINSTREAM MEDIA
(BROD COM-MASS COM
JOURNALISM- COMMUNICATION ARTS)
WHAT DEVCOM IS NOT:
1. NOT PUBLICITY PER SE, OR
GETTING THE MAXIMUM MEDIA
EXPOSURE FOR SOMEONE OR
SOMETHING FOR IMAGE-BUILDING
2. NOT MASS
COMMUNICATION ALONE
3. MORE THAN A LEAFLET,
OR A SEMINAR;
4. NOT A SOURCE
ORIENTED BUT AUDIENCE-
ORIENTED
5. NOT ONLY AN EXERCISE
OF A PROFESSION BUT A
COMMITMENT TO A
SOCIAL GOAL.
6. CONTENT OF
COMMUNICATION
MATERIALS
7. THERE ACTOR IS
DIFFERENT
8. THERE TARGET
MARKET IS DIFFERENT
 COMPONENT OF
DEVELOPMENT
COMMUNICATION
MATERIALS
1. PURPOSIVE
2. PRAGMATIC
3. VALUE-LADEN
4. SCIENTIFIC IN
OUT LOOK
5. MASS
ORIENTED
F OU N D A T I O N S O F
D EV E LO P M E N T
C OM M U N IC AT IO N
BY : JERALD C. ERIVERA
DEVELOPMENT COMMUNICATION IS
RELATIVELY YOUNG SCIENCE AND,
AS SUCH WILL HAVE TO UNDERGO ITS
OWN BAPTISM OF FIRE LIKE ALL
ACADEMIC DISCIPLINES
 DEVELOPMENT
COMMUNICATION IS BASTARD
DISCIPLINES?
 FOUR
THEORIES
OF THE PRESS
THE AUTHORITARIAN THEORY
THE PRESS BELONGED TO THE OFFICE OF THE
KING OR THE EMPEROR OR THE POPE, AND IN
SOME CASES, TO PRIVATE INDIVIDUALS WHO
FAVORED AND WERE FAVORED BY ROYAL
AND AUTHORITY, THE PRESS WAS THE
SERVANT OF THE STATE
THE LIBERTARIAN THEORY
THIS IS THE ANTI-THESIS OF THE
AUTHORITARIAN MODEL. THE PRESS IS NO
LONGER SEEN AS AN INSTRUMENT OF THE
GOVERNMENT BUT AS A WATCHDOG, A
MECHANISM THROUGH WHICH PEOPLE MAY
CHECK ON GOVERNMENT.
THE SOCIAL RESPONSIBILITY THEORY
IT MAY BE SUMMARIZE AS “ THE POWER AND NEAR
MONOPOLY POSITION OF THE MEDIA IMPOSE ON
THEM AN OBLIGATION TO BE SOCIALLY
RESPONSIBLE; AND IF THE MEDIA DO NOT TAKE ON
THEMSELVES SUCH AS RESPONSIBILITY, IT MAY BE
NECESSARY FOR SOMEONE OTHER AGENCY OF THE
PUBLIC TO ENFORCE IT. (IRR)
THE SOVIET TOTALITARIAN THEORY
A TOOL OF THE RULING POWER JUST AS CLEARLY
AS DID THE OLDER AUTHORITARIANISM. IT IS STATE
RATHER THAN PRIVATE OWN.

“FREEDOM OF THE PRESS”

THE FIFTH THEORY OF THE PRESS
COMMUNICATION SCHOLARS AND
PRACTITIONERS WHO GOT SOME EXPOSURE
TO DEV-COM ORIENTED PRACTICE MAY
ARGUE THAT THE DEVELOPMENT
COMMUNICATION IS THE FIFTH THEORY OF
THE PRESS.
 T I O N A L D EV E LO P M E N T
CO N V E N
U N I C AT I O N S T R AT E G I E S
CO M M BY : JERALD C. ERIVERA
MEDIA-BASED STRATEGY
IN THE MEDIA-BASED STRATEGY THERE
IS A PARTICULAR MEDIUM OR A
COMBINATION OF MEDIA THAT SERVES
AS THE MAIN CARRIER OF THE MESSAGE
OF THE CAMPAIGN.
MEDIA-BASED STRATEGY
IS THE LEAST EFFECTIVE. DO YOU KNOW
WHY?
INSTRUCTIONAL DESIGN STRATEGY
THE MAIN PURPOSE OF THIS STRATEGY IS
TO EDUCATE AUDIENCE. THIS STRATEGY
FOCUSES ON INDIVIDUAL LEARNING AS A
BASIC OBJECTIVE. IT DRAWS HEAVILY ON
LEARNING THEORIES TO THE DEVELOPMENT
EDUCATIONAL MATERIALS
THE ACTIVITIES THAT SERVE AS
BROAD GUIDE-LINES ARE
SEQUENTIAL:
-PLANNING
-IMPLEMENTATION
-EVALUATION
PARTICIPATORY STRATEGY

THIS STRATEGY EMPHASIZES FULL

PARTICIPATION BY THE AUDIENCE IN
MOST.
THE CENTRAL PRINCIPLE IN THIS
STRATEGY IS TO ACHIEVE COMMUNITY
COOPERATION AND PERSONAL GROWTH.
ESSENTIAL HERE IS THE ABILITY OF AN
INDIVIDUAL TO “PARTICIPATE AS AN
EQUAL IN SHARED PROCESS”
MARKETING STRATEGY
THIS STRATEGY IS THE LEAST NONCONCRETE
APPROACH .IN OTHER WORDS, THIS IS THE
HARD SELL APPROACH. THE BASIC PRINCIPLES
OF PRODUCT ADVERTISING ARE APPLIED IN
SELLING AN IDEA OR TECHNOLOGY.
 WHAT STRATEGY IS
. BETTER?
 APPLICATION OF THE
FOUR STRATEGIES IN
. RICE PRODUCTION IN
THE PHILIPPINES
 MASAGANA 99
. EXEMPLAR
 (BOUNTIFUL
HARVEST 99,
. DESIGNED TO
ACHIEVE A 99-
CAVAN-PER-
HECTAR-YEILD)
MARKETING STRATEGY
MEDIA-BASED STRATEGY
.
PARTICIPATORY STRATEGY
INSTRUCTIONAL DESIGN