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Purpose: The paper aims to examine interactions between demonstrations at programme level and Agricultural Advisory Services (AAS). It situates analysis of the demonstration programme activities within contemporary advisory contexts, asking: how do demonstration programmes interact with the AAS in which they are situated; and what role do demonstration programmes play in enhancing and contributing to the AAS? Methodological approach: Data, pertaining to organisational arrangements, were collected using interviews and workshops representing 35 demonstration programmes across Europe. Themes from the literature together with emergent themes were used to progressively unpack and understand the interaction between the programmes and the AAS. Findings: Demonstration organisational arrangements show different degrees of embedding in, and adapting to, the AAS. Embedding is being incorporated into existing formalised structures and is more likely in the AAS with a low level of pluralism. Adaptation occurs through collaboration, partnership and networking and is more likely in more pluralistic AAS. Practical Implications: The need to support demonstration programmes to create more stable networks, to strengthen their linking role in the AAS, and to foster strategies for the progression of farmers' learning was identified. Theoretical implications: The paper contributes to the literature by providing insights at the demonstration programme level (as opposed to farm or event level) and revealing embedded and adaptive processes with many interdependencies between the programmes and AAS components. Originality: This paper opens up new perspectives on understanding how demonstrations are positioned in contemporary AAS contexts, looking at AAS influences on delivering demonstrations beyond farm and event level methods.

Purpose: The objective of this paper is to undertake an in-depth exploration of how structural characteristics of on-farm demonstration events impact the effectiveness of the demonstration as perceived by participants. Methodology: An explanatory mixed-methods approach was used based on the responses to 356 post-demonstration questionnaires filled out by the attendees of 31 demonstration events held in 12 EU countries in 2018, together with the qualitative data from an observation tool, interviews and case study reports relating to the same 31 events. Factor analysis was employed to predict general effectiveness, complemented with a qualitative analysis of participants' responses to improve the understanding of the quantitative results. Findings: Results indicate that peer-to-peer learning activities and good facilitation increase participants' perception of the effectiveness of a demonstration event. Furthermore, characteristics such as the structure of the day, the suitability of the host farm, a trustworthy demonstrator, and group size add much to the effectiveness of a demo event. Group dynamics -- including group connectedness and composition -- have the potential to impact perceived effectiveness. Practical implications: The paper contains clear messages for practitioners when designing a demonstration event. Theoretical implications: Our results connect with theories on motivation and adult learning in the context of farmer learning during on-farm demonstration. Originality: The paper is based on a rich empirical dataset. It reveals that group size and learning methods are crucial to achieve effective learning outcomes during demonstration events.