Page 220 - DMGT509_RURAL MARKETING

Unit 11: Promotion Strategies for Rural Market

2. Percentage of age group in each case, for example what percentage of women readers in Notes
the age group of 25 to 34 read Femina’s every issue.
3. Percentage of income groups reading a magazine, for example what percentage of men in
the income group of 25000 pm read India Today’s each issue.
4. Percentage of education segment, for example, what percentage of graduates read each
issue of Business India.
In the same way information is available with respect to marital status of the readers, number of
children they have, what religion they practice.

Given below is the Advertising volume in the USA in the year 1980.

Table 11.1

Media Million $ % Media Million $ %
Newspaper total 15615 28.5 TV Total 11330 20.7
National 2335 4.3 Network 5105 9.3
Local 13280 24.2 Spot 3260 6.0
Mags. total 3225 5.9 Local 2965 5.4
Weekly 1440 2.6 Radio Total 3690 6.7
Women’s 795 1.5 Network 185 0.3
Monthly 990 1.8 Local 2755 5.0
Farm publications 135 0.3 Direct Mail 7655 14
Outdoor 610 1.1 National Total 30435 55.6
Business publications 1695 3.1 Local 24316 44.6
Misc. 10795 19.7 Grand Total 54750 100

Notes Successful campaigns are the result of this knowledge and how the agency uses it to
a large degree. Besides they should know the market changes occurring on a continuous
basis and be good at communicating.

Self Assessment

Fill in the blanks:

1. The role of ................. in today’s severely competitive environment is to differentiate the
product from other products in the market.

2. ................. tries to generate immediate consumer response with respect to company’s overall
marketing strategy.
3. Advertising Management today has become an important area of ................. .

4. The ................. is for promoting ideas, goods and services to create awareness and assist in
selling the product.

5. ................. advertising converging on target segment has to be in magazines seen by purchase
and technical persons of firms.

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