Page 219 - DMGT509_RURAL MARKETING

Rural Marketing

Notes India has witnessed lowering of prices of Newspapers from Rupees four to Rupee one and a half.
This drastic reduction has been possible because of heavy advertising revenue the newspapers
get. In order to get a good share of advertising, the press depends on its circulation figures -
higher the circulation greater the advertising revenue. And yet, in view of heavy competition
the newspapers face, they resort to selling and advertising their space too. Let us see how it is
done:
1. Rate cards: These are mailed or given to advertising agencies and advertisers to make
them aware of advertising costs for advertising in the paper.
2. Direct mail with copies of successful campaigns and Promotional folders
3. Maps of geographic areas covered with its demographic details

4. Availability of research material
5. Copies of special numbers and advance programme of special issues
6. For TV Channels information about TV Programmes of interest like films, chat shows
7. Outdoor hoarding positions availability and number of vehicles passing through that
place.

11.3 Media Planning

The questions to be answered are the following:
1. Whom are we trying to reach?

2. Where are they located?
3. The best time for them to see the advertisements?
To answer the first question we have to know the exact market segment. Since all the people
could be prospective buyers, some are more inclined to buy. These marketers segregate through
demographic, psychographics social class and lifestyle categories. It is believed that people in
one segment would behave in similar manner and would have same type of needs and
preferences... rich people with trendy lifestyle will be reading magazines like Vogue,
Cosmopolitan, while those not in that class will not be reading these magazines. This helps in
focusing on the segment directly interested in your product.
In India 70% people live in villages. The balance 30% in cities has a different mindset than that
of the villagers. With several languages spoken in the country, there are newspapers, magazines
for each language and they are the best media to reach the people of the area using a particular
language. Products used by towns can be advertised in English as it is the language that most
people understand.

Television as a media has a wide reach today and telecasting is available in several languages.
If price is not a major deterrent then TV as a media is most effective.
In order to find the answer to the question “what to advertise and when?” It is best to see the
creative advertisement. If the Ad is pictorial full of exquisite colours then glossy magazines are
the right print media. If a lot of demonstration is to be shown, use TV.
Magazines have their definite readership and language flavour. What will go well in India
Today will look out of place in a movie magazine.

Readership surveys of magazines tell us the following:
1. Percentage of men and women readers.

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