Mark Oliver

The Fish Arkansas Campaign: A True Market Approach

As a management agency, the Arkansas Game and Fish Commission has successfully improved the quality of the state's fisheries resource. It has also actively promoted use of the resource. However, fishing license sales have been static recently and considering the competition for the public's discretionary time, a new promotional campaign has been jointly developed by the Arkansas Game and Fish Commission, Arkansas Department of Parks and Tourism, and Cranford Johnson Robinson Woods/Blackwood Martin (an advertising firm) to more effectively and widely market the fishing opportunities of...