Professional Documents
Culture Documents
SAHADEV PAI
14CO239
INTRODUCTION
Communication to rural consumer is through organized media. More number
ofrural consumer (~70%) listen to radio and many go to cinema. Rural
communication can be through Conventional media or through a
nonconventional media. The most common conventional media include: Print,
Cinema, Television and Print. The Non-conventional media include: Theatre,
Posters, Haats and Melas. The conventional media have excellent reach, less
expensive and create a better impact. But at the same time, it is not customized to
each village and also offers unnecessary coverage at times.
Though the rural market offers one of the big attractions to the marketers, the
question that is always asked is “How do we reach large populations through
different media and methods?”.
Exploring the available media Promotion media may be classified broadly into 3
categories:
Among the mass media at some point of time in the late 50's and 60's radio was
considered to be a potential medium for communication to the rural people.
Another mass media is television and cinemas it has been observed that cinema
viewing habits in rural areas is very satisfactory were ever available. Again
statistics indicate that the rural areas account for hardly 2000
to 3500 mobile theatres, which is far less when compared to the number of
villages.
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MASS MEDIA
A medium is called mass media when it reaches 50 million people. A rural market
is difficult to reach. Their exposure to mass media is very less. Further a
universalized communication, which comes through mass media, would become
ineffective when it comes to rural audience since they are heterogeneous –
varying from region to region. Let us examine the utility of mass media.
1) RADIO
Irrespective of the literacy levels of the people, topography and geographical
location of the area of residence, the radio reaches rural people easily. It
continues to be the principal source of information by habit and choice for many
rural people.
2) CINEMA
The cinema is the theatres attract good number of people and provide an
opportunity to disseminate product information by way of short one or two reel
advertising films. These films are exhibited just before the start of the movie and
during interval time
3) PRESS/PRINT MEDIA
Newspapers, magazines and other publications have both reach and access
problems in rural areas. Very few households subscribe to magazines and
newspapers. Literacy levels are also low. Thus press is not a very good media for
promotion
4) TELEVISION
Ogilvy Rural dismisses the talk of huge TV audiences in rural India. According to
them, media exposure in rural areas is just about 50%. Half are secondary
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viewers and many watch TV just for 5minutes per week. TV exposure would just
about touch 100 million people, of which only 30-40 million would really get
impacted
LOCAL MEDIA
Though mass media is powerful it does not work as effectively as the local media.
It is the countries oldest tradition and holds the key to solving the problems. It is
called the weekly mobile supermarkets of rural India.
→ More than 10,000 melas draw visitors from all over India
→ Haats is a better opportunity for promotion after brand building has been
done at Mela.
→ Melas are organized after harvest season, so the villager has enough money,
which he will be ready to spend.
→ Demonstration at Haat is essential to convert customers at haats since their
attitude is far more utilitarian than that of visitors to a fair.
2)WALL PAINTING
Wall Paintings are an effective and economical medium for advertising in rural
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areas. They are silent unlike traditional theatre .A speech or film comes to an
end, but wall painting stays as long as the weather allows it to. Retailer normally
welcomes paintings of their shops, walls, and name boards. Since it makes the
shop look cleaner and better. To get one's wall painted with the product messages
is seemed as a status symbol. The message should be simple, direct and clear. It
should be peaked up during the festival and post harvest season. To derive
maximum mileage their usage needs to be planned meticulously.
3)FOLK THEATRES
Folk theatres are mainly short and rhythmic in form. The simple tunes help in
informing and educating the people in informal and interesting manner. It has
been used as an effective medium for social protest against injustice, exploitation
and oppression.
4)PUPPETRY
Puppetry is the indigenous theatre of India. From time immortal it has been the
most popular form and well-appreciated form of entertainment available to the
village people. It is an inexpensive activity. In rural India puppetry is a source of
livelihood, avenue for entertainment and creative expression, which is ritually
sacred and meaningful as a means of social communication and vehicle of social
transformation. Indian Institute of mass communication, New Delhi made a study
of comparative impact of puppetry and documentary films, in two villages near
Delhi. People in both the villages responded more favorably to the puppet shows
then the films.
5)VIDEO VANS
The pioneer of the medium in India was Sadhna Bharadwaj, Director, and Video
on Wheels. It started commercial operations in 1989. This is a vehicle that goes to
selected villages and towns on weekly markets days to communicate the benefits
of the product. Its repertoire includes audio, video, film playback equipment, etc.
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6)ANIMAL PARADE
Companies can resort to parading of animals with the banners highlighting the
product messages. For example, in the Pushkar mela held annually in Rajasthan,
the camels participating in the camel race are painted with colours or have
banners displayed on them like blue for Rin, green for Wheel detergent, etc.
7)MOBILE DISPLAYS
Dabur used this novel way of communication. It selected a cluster of 300 villages
in Banda district and sent in 3 bowling alleys. The bowling pins represented the
various germs that Chawanprash protects against.
8)HOARDINGS
They are of 2 types – stationary and mobile. Large sized hoardings placed at
strategic locations have a huge impact.
PERSONALIZED MEDIA
1)DIRECT CONTACT
Direct contact is a face-to-face relationship with people individually and with
groups such as the Panchayats and other village groups. Such contact helps in
arousing the villager's interest in their own problem and motivating them
towards self-development.
Companies can also establish contact with their customers in several other ways
using conventional channels like dealers, salesperson and researchers and
non-conventional channels like telephone and Internet.
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2)POINT OF PURCHASE
The POP’s point of purchase promotion tools area is quite useful in rural markets.
They should be designed to suit rural requirements, using symbols & bright
colours. To fully understand why these displays are so effective, it’s important to
acknowledge the benefits of advertising with POPs and how you can best utilize
them in your daily marketing efforts. Below are three key advantages of POP
displays.
● Affordability
POP displays offer affordable advertising solutions no matter how large or small
your budget. While cardboard is typically the most cost-effective material, other
pricier options include wood, metal, plastic, vinyl, and more. These products, like
corrugated cardboard, are incredibly durable and have a long lifespan, allowing
you to utilize them for multiple occasions.
● Aesthetically Appealing
With bright colors, creative shapes, and catchy text, POP displays are visually
engaging and are key attention-grabbers. These fine displays captivate audiences
and create a sense of fascination that ultimately helps to educate and inform
shoppers on the product.
By using highly flexible materials like corrugated cardboard, POP displays can
come in any size or shape needed and are ideal when adding elements of
organization to your display. POP displays can be designed with shelves, hooks,
bins, etc. so you can advertise your products in the most visually appealing
manner possible.
Because traditional cardboard POP displays are lightweight and foldable, they are
easy to handle and capable of being moved anywhere: set it up in the store one
weekend and use it in a trade show the next. When used properly, POPs can
serve as an all-inclusive, highly effective, purposeful promotional tool that, when
no longer needed, can be recycled and reused.
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