Page 212 - DMGT509_RURAL MARKETING

Anand Thakur, Lovely Professional University Unit 11: Promotion Strategies for Rural Market

Unit 11: Promotion Strategies for Rural Market Notes

CONTENTS
Objectives
Introduction

11.1 Advertising
11.1.1 Consumer Advertising
11.1.2 Business Advertising

11.2 Advertising Mix Factors
11.3 Media Planning
11.4 Objectives of Advertising

11.5 Public Relations
11.6 Summary

11.7 Keywords
11.8 Review Questions
11.9 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Promotion Strategies.
 Describe the Advertising Mix Factors.

 Explain the Product Strategy for Rural Markets.
Introduction

Sellers need to communicate to their target rural markets to inform them about the products
they sell and to influence their behaviour for the products and they use the following techniques
for the purpose:
1. Advertising
2. Sales promotion

3. Publicity/public relations
4. Personal selling or direct marketing like Eureka Forbes does.
The company uses the above in different permutations and combinations to plan its persuasion
strategy. These help in stimulating product demand as the marketing manager uses these
to fulfil company’s short-term and long-term goals that are in line with its overall business
strategy.

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