15. Challenges of rural communication
Heterogeneity and spread
Communication is a part of its
culture
Large number of consumers
scattered across country
638000 villages
Language is also a problem
22 official languages
Vidarbha region vs
marathwada region vs konkan
region of coastal Maharashtra
Low literacy and varying
comprehension abilities
Literacy levels vary from state
to state
Simple communication
message is required
Self-explanatory visuals
Storyboards
Role plays
Flip charts etc
Different media reach and
habits
Television has maximum reach
in Goa vs least in Bihar
Press reach is good in kerala vs
poor in madhya pradesh
Radio penetration is good in
Tamil Nadu and poor in
Andhra Pradesh
Dabur choose Ravi Kishan for
chyawanprash in Bihar
17. Rural communication media
Identifying and profiling the target audience
Determining communication objectives
Designing the message
Selecting the communication channels
Budgeting for rural communication
Designing the communication mix strategy
Measuring the impact of communication
19. Rural communication media
Identifying and
profiling the target
audience
R3 and R4 of punjab vs
bihar are in stark
contrast
Go back to STP basics
Dabur janam ghutti
Profiled consumers at
haats and melas
The wife decides the
product category
The man does the brand
selection and purchase
Determining
Communication
Objectives
Moving customer to
higher states of
readiness to buy
AICDA Model
Awareness
Interest
Conviction
Desire
Action
21. Rural communication media
Designing the message
What to say(the message content)?
How to say it(message structure)?
How to say it
symbolically(message format)?
In what context to say it(content
association)?
Who should say it(message
source)?
The message content
Rational appeal
MRF bullock cart
“pehelwaan chhap baggi gadi tyres”
Babool babool paise wasool
Sardi garmi ya barsaat, tata shaktee
hardam saath
Emotional appeal
Heroism, love of family, pride in
achievement and humour
Kayam churna
https://www.youtube.com/watch?v
=a_nNTixFPEY
Guilt and shame
Birla white cement
https://www.youtube.com/watch?v
=v8NM3CPjdoc
Functional elements are more
important than emotional appeal
Quality and value for money
Moral appeal
Sense of what is right and proper
“pehla ek ghanta”
Tata shaktee known as
Chaddar in UP
Nalidaar in MP
Patra in maharashtra
Tina in Bihar
Tadag in Tamil Nadu
22. Rural Communication Media
The message structure
and format
Simple
Short
Self explanatory
Pictorial representation
better than verbal
descriptions
Tortoise for kachhua
chhap
Plus symbol for clinic
plus
Pril ad
Saas and bahu
Context association
The message source
Likeable source
Thanda matlab coca cola
Trustworthy source
Friends and relative
Expert source
Big ticket purchases
Opinion leaders
Asian paints painted
sarpanch house before
launch
23. Rural communication Media
Selecting the
communication
channels
Personal
communication
channels
Advocate channels
Vardhaan bidi rural
sales promoters(RSP)
Expert channel
Masons,village and
town retailers
Social channels
Nieghbours,friends,fa
mily members
Non personal
communication
channels
Mass media
Events
Shakti day
Budgeting for rural
communication
24. Rural communication media
Designing the Communication
Mix Strategy
Advertising
Building long term image for a
product
Sales promotion
Coupons, contest, discounts,
demonstrations and sampling
Communication
Incentive
Invitation
Using sampling acts
Godrej hair dye free sample
distribution in punjab
Cadbury retail activation
program
Direct marketing
Mobile marketing
Vending machine
Direct mailers
Publicity and image building
Information in the form of a
news
Tvs taught women scooty by
trainer
Cookery classes by LG to
womens
Lifebuoy swastha chetna
Personal selling
Personal confrontation
Response
Right concept marketing(RCM)
Bhilwara rajasthan
Rural consumer become
salesman
Lic agents
25. Rural communication media
The communication mix
decisions
Type of product market
Pull vs push startegy
Buyer readiness stage
Advertising and publicity-
used for awareness and
interest
Personal selling- customer
comprehension and
conviction
Product lifestyle stage
Introduction-
Advertisment, publicity,
events, experiences then
sales promotion and
personal selling
Growth-tone down
introduction phase media
Maturity- sales promotion,
advertising and personal
selling
Decline-sales promotion
In rural area product
maturity is yet to be
achieved
Focus should be on
awareness, interest,
conviction
Measuring the impact of
communication
Controlled area vs non
controlled area in a given
period of time
Total footfall in retail
outlets, haat, melas, stalls,
enquiries and sales
26. Types of rural communication
Conventional media
Mass media
Radio
FM penetration is good
Low involvement with
advertisments
Television
Low electrification
Women do not watch tv in the
presence of males
Press/print media
Carry useful and detailed
information
Newspaper are language specific
Several segments in newspaper
Problem of reach, access and low
literacy
Cinema
Popularity is coming down due
to tv and cd, pend drives etc.
Mobile phone and jio came
Outdoor media: wall painting
Personalized media
Point of purchase displays and
demonstrations
Rural centric non-conventional
media
Video van/video rath
Haats
Melas
Mandis
Folk media
Folk theatre
Folk songs
Folk dances
Magic shows
Puppet shows
Interactive games
