Page 218 - DMGT509_RURAL MARKETING

Unit 11: Promotion Strategies for Rural Market

Computer and Internet Notes

The medium of communication of computers and the Internet are relatively new in India but
they are making giant strides in advertising and marketing world.
Hence, in present day context it is important to understand these to succeed. With on line e-
Commerce, banking, and purchasing it is expected that people with buying power will be more
hooked to computers then ever before. It is important to note that Information technology is the
future of communications with computers and telecommunications joining hands to provide
the safest, fastest and low cost reliable communication. Advertisers need to understand the
medium and take full advantage of the same.

Outdoor

Outdoor relates to Hoarding, billboards, neon signs, bus panels, kiosks, balloons and the like.
Advertisers use these as reminder advertisements as well as product launch ads too.

Direct Mail

Several marketers resort to sending technical literature by post to prospective customers,
including Readers Digest, Burlington.

Interactive Computer Screens

Point of Purchase Advertising has been updated with technological advances. Retail shops were
content earlier with posters, danglers and products innovative packaging. Today, multimedia
has provided with interactive computer screens where the customers can get any information
about the shop including availability of product, stocks prices. Many shops keep continuous TV
Programmes with animation, cartoons and product-advertisements.

Tele-shopping

Tele-shopping is becoming popular but gradually, as the Indian shopper wants to see and feel
the touch of the product before buying it. Additionally, shopping expeditions become fun time
outings for the family and it would be difficult to replace them by television - on screen - shops.
Telemarketing uses the telephone line to tell the prospective customers about the services the
marketer is providing and is, at times a good approach to elicit right response from the customer.

Task Pick up an FMCG product for Rural India and select advertising media for the same,
giving your reasons for this selection.

Miscellaneous Advertising Media

We have all seen big balloons in the sky carrying advertising messages, advertisements on bus
panels, yellow pages, directories, and rail and air tickets, even on matchboxes. We have also
witnessed advertisements on camels and elephants especially designed for village fairs. Human
imagination can only limit to the extent people will locate an existing unutilized medium or
discover or invent one for the purpose.

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