Page 87 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 3. Parents - young children - need baby products
4. Parents - teenage children - need teen fad products, like FM Radio
5. Parents with children away from home, need health care products
6. Dissolution - old age homes

Feeling and Emotions

These can be measured on a scale. Let us try out a skin cream and get reactions of women after
they have used the cream on a scale as follows:
A-Like it very much-B-like it-C-nothing special-D-do not like-E-do not like it at all.
The survey can be done on the following parameters:

Skin felt A B C D E
Relaxed
Beautiful
Tight
Smooth
Supple
Clean
Refreshed
Oily
Pampered

Designing Persuasive Communication

1. Proper market segmentation
2. If product transcendents segmentation give umbrella messaging for all audience
3. Good PR
4. Media plan, in which consumer profile should match with media audience profile
5. Each media is effective for some products, audiences and advertising objectives

6. WWW
7. Overlapping audience

Filmfare Femina

Some customers read Filmfare others read Femina and yet others read both.
In advertising copy, it is important to think of the following:
1. Copy appeal
2. Copy length
3. Endorsements

4. Visuals

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