Rural marketing
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ADVERTISING IN RURAL AREAS India has a population of over 1.2 billion,70% lives in rural areas. Rural india consists of about 127 million households of about 50% comes in contact of mass media like T.V, radio, press or cinema
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Transcript of Rural marketing
ADVERTISING IN RURAL AREASIndia has a population of over 1.2
billion,70% lives in rural areas.Rural india consists of about 127
million households of about 50% comes in contact of mass media like T.V, radio, press or cinema
ADVERTISING MEDIA FOR RURAL MARKETSTRADITIONAL
MEDIAPuppetryWord of mouthMike
announcementsFolk theatreHouse to house
campaign
MASS MEDIA
TelevisionPress and print
mediaRadioCinema hallsPurchase ads
STRATEGIES FOR RURAL ADVERTISING INFLUENCER STRATEGY PARTICIPATORY STRATEGY SHOW-N-TELL STRATEGY PRODUCT DEMONSTRATION
STRATEGY
INFLUENCER STRATEGY:Depends on convincing power of
influential people.Communicate commercial
messages.Marketers may utilise services of
panchayat, local priests and poojaris
PARTICIPATORY STRATEGYSports and festivals have high
participation level in rural areas.Local events shows great
opportunity to reach rural masses
SHOW-N-TELL STRATEGYThis kind of advertisement creates
huge awareness about the brand among interested people in rural india . Health related advertisement like polio and AIDS awareness programmes involve ‘show-n-tell’ strategy.
PRODUCT DEMONSTRATION STRATEGYCommunicate merits and features
of the products.Highlights the special benefits and
operating the product.Demonstrators may provide free
samples to the villagers.
