Page 230 - DMGT509_RURAL MARKETING

Unit 11: Promotion Strategies for Rural Market

Tele-shopping: Tele-shopping is becoming popular but gradually, as the Indian shopper wants Notes
to see and feel the touch of the product before buying it.
Yellow Pages: Mass media, with phone owners, limited usage.

11.8 Review Questions

1. Discuss the difference between advertising and publicity. Which is more effective and
why?

2. Distinguish between customer and trade promotion.
3. What do you know about Advertising Mix Factors?
4. Explain the Media Planning.
5. Describe the objectives of Advertising.
6. Explain the Miscellaneous advertising media.

7. Explain the PR Base.
8. Describe the Business Advertising.
9. Discuss the Public Relations.

Answers: Self Assessment

1. Advertising 2. Promotion

3. Business 4. Presentation
5. Business 6. Telemarketing
7. True 8. True
9. False 10. False

11. False 12. True
13. (a) 14. (b)

11.9 Further Readings

Books Awadesh Kumar Singh, Rural Marketing: Indian Perspective, New Age International
Balkrishnan, Mandira Dutta (1978), “Rural Marketing: Myth and Reality”, Economic
and Political weekly, August 1878, M-75 to M-80.
Balram Dogra, Rural Marketing, McGraw Hill Companies.
Dey, N.B and Adhikari, KingShuk (1998) “Rural Marketing challenges and
opportunities”, Yojana, 42(5), May 1998,, p.21-22, 41.
Gaikwad, V.K (1972), “A Research for the Rural Consumer”, IN: New Opportunities
in Changing Agriculture, Ahmedabad: CMA(IIMA), 1972, pp 159-172.

Jha Mithileswar (1998), “Rural Marketing: Some Conceptual issues”, Economic
and Political Weekly, Vol XXIII(No. 9), February 27, 1998, pp M-8 to M-16.

LOVELY PROFESSIONAL UNIVERSITY 225