Page 217 - DMGT509_RURAL MARKETING

Rural Marketing

Notes
Figure 11.1: Local Press in Rural Market

Radio

Radio provides for mass exposure with high geographic and demographic coverage to low cost.
However, it gives only audio exposure and like TV gives only for fleeting moments. Radio has
a much bigger population cover of the country and to that extent is well suited as a rural media.
Magazines can be used for selective high density geographic and demographic coverage, are
associate with prestige, lifestyle and related credibility. It can have good high quality advertising
long life on the shelf of the target audience and several people read each copy. However, all the
magazine readers may not be in the target customer group. Villagers normally do not read
magazines.
Outdoor advertising is cost effective, has high focused repeat exposure. Its use is limited to the
passers by of the route of the advertising and it limits creativity as well. Village house walls are
normally painted and therefore can be easily given decorative advertising messages.

Electronic Media

Electronic Media relates to television, radio, Videocassettes. Television as a media for advertising
has made the biggest impact on almost all the segments of customers. Satellite and cable TV
have invaded practically all homes. Viewer-ship of TV has increased manifold and terms like
couch potato have been invented for people who are constantly viewing the TV. This fact has
opened up advertising vistas for majority of the products. Advertiser has only to understand the
programme one-segment views and then he can plan to place his advertisement during that
particular programme. Similarly, FM channel of the radio has become popular in Metro towns
with a large teenage following. Products meant for teens can be advertised on FM with great
certainty of success. Telemarketing and Tele-shopping are making strides as the latest media.
Products are sold through telephones in one case while in the other; TV is used for demonstrating
the working of the product and orders solicited.

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