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Rural vs urban communication

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Rural vs urban communication

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Rural vs urban communication

  1. 1. Rural vs Urban Communication BMS 2012 Reema Rijhwani
  2. 2. Census Definition Urban – “All places that fall within the administrative limits of municipal corporation, municipality, cantonment board, or having a population of at least 5000 or 75% male working in non agriculture sector and have population density of at least 400 per square kilometer” Rural – Remaining India
  3. 3. Communication Models • Interactive Model – (please check the same for exams & integrate with Shannon Weaver model)
  4. 4. • Ecological Model
  5. 5. Characteristics of Urban Areas • Literate Audience • More or less homogenous • Served with multiple options – Branded and others as well • Over crowded • Mass spread of promotions • Well connected – technology, electricity, infrastructure etc
  6. 6. Characteristics of Rural Areas • Literacy constraints • Infrastructure constraints • Less buying options • Unorganized market/products penetration higher • Resource constraints – technology, electricity, income opportunities etc
  7. 7. Promotion Tools • Urban – Outdoor & Indoor Advertisements, Digital – internet & phones, Sales & Trade promotions, Public Relations, Direct Marketing, exhibitions, etc. • Rural - Outdoor & Indoor Advertisements – PO, wall painting, mobile demonstration vans etc, Digital – phones, Sales & Trade promotions, Exhibitions – Melas, Mandis, etc.
  8. 8. Communication - Urban • Language and content appeal to target audience – as different segments and needs • Medium appeal • Positioning and differentiation communicated – value proposition offerings • Information rich
  9. 9. Communication - Rural • Language – regional based • Content – regional, cultural, caste appeal • Benefit & cost conscious approach • Promotion driven • Visual based – colour, logo, etc (attractive to remember) • Medium – carefully selected
  10. 10. Companies Initiatives - Rural • ITC E-Choupal • Rallis Kisan Kendre • M&M Shubh Labh Stores • Godrej Aadhar • CSC (Common Service Center) – Government Of India initiative • Exhibitions – Chaat Mela
  11. 11. Thank You

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