Page 229 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 11.6 Summary

 Companies communicate with their customers with the help of Personnel Selling,
Advertising, Promotion, PR and Publicity. Each has a special role to play in rural customer
communication.
 Advertising as a discipline helps in creating brand equity.

 Rural advertising is carried out through local language, media and village opinion leaders
can be used for product endorsement.
 The balance 30% in cities has a different mindset than that of the villagers.

 Television as a media has a wide reach today and telecasting is available in several languages
 Consumer Magazines good for current social and cultural events, mostly local, glossy but
quality not uniform in every magazine.

 Person belonging to a group with similar attitudes should make endorsement.
 Business today is for continuous improvement in the bottom line.
 Many advertising agencies refute that advertising should directly increase sales.
 In sales promotion, the marketers are giving something extra.

 Sales promotion takes up to 70 of total marketing budget and hence it is a major factor,
which needs constant nurturing.

11.7 Keywords

Consumer Magazines: Good for current social and cultural events, mostly local, glossy but
quality not uniform in every magazine. Reading public is athletes, cooks, housewives, hobbyists
and investing public. Circulation in large and medium size towns.
Direct Mail: Selective and personal, becoming popular, the mailer controls the persons who will
get to read the mail but has no control on their responses.
Interactive Computer Screens: Point of Purchase Advertising it has been updated with
technological advances. Retail shops were content earlier with posters, danglers and products
innovative packaging.

Media: The vehicle that conveys the advertising message to the customers, like Press, TV, Radio
Publicity is not paid, at times ‘word of mouth’ comment on a product.
Outdoor Advertising: It has high visibility in a limited way, for the people on the road. It
distracts drivers and hence is being banned by some states including Delhi. Gives brand awareness
and broad product view.
Radio: Is a media of the masses, highly varied in content, from news to classical music to art and
film music. The media covers entire country and with FM it is becoming popular again amongst
the youth as it provides clear voiced music of all variety. Especially popular in villages where
colour TV is not yet available. It can be used as a media for the masses and for the youth with FM.
Radio does not provide international exposure in a way TV does with satellite channels.

Specific Magazines: Good for special needs, like women magazines, film based, health, cooking,
business, sports and cultural/social magazines. They are for the trendy public and they increase
their awareness of the social and cultural environments.

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