The document discusses communication strategies for rural audiences. It notes the challenges of low literacy, poor media reach, and heterogeneity in rural areas. The communication process involves sending a message through a media channel that is decoded by the receiver, who provides feedback. Key aspects of developing effective rural communication include identifying and profiling the target audience, setting objectives, designing appropriate messages, selecting relevant communication channels, budgeting, and measuring impact. Personal communication channels and mass media approaches are discussed. The creation of advertisements and use of rural media are also covered.

1. Communication Process
By:
D. Goutam
SOM, NITK

2. Communication
• Sending Message
• Exchanging information
• Communicating offers
• Creating awareness

3. What are the challenges in Rural Communication?
• Low literacy level
• Poor media reach
• Heterogeneity and spread
• Different media reach
(TV-47%, Cable and satellite-31%, Radio-18%, Press-13%, Cinema- 6% and Internent-1%)

4. Communication Process
SENDER ENCODING
MEDIA
MESSAGE DECODING
RESPONSE
RECEIVER
FEEDBACK
NOISE

5. DEVELOPING EFFECTIVE RURAL COMMUNICATION
• 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

6. Identifying and profiling the target audience
Parameters:
Geographic
Demographic
Psychographic

7. • Awareness (Among certain percentage of the target audience)
• Interest (To improve knowledge)
• Conviction (Strengthen the liking/preference for the product or service)
• Desire
• Action (To Persuade the consumer to buy the product or services)
Determining communication objectives
AICDA Model

8. Designing the Message
The Message Content
Rational Appeal Emotional Appeal Creative Appeal
The Message Structure and Format
Simple, Short, Self explanatory, Pictorial representation, and
Symbols (“Plus” clinic plus shampoo)
Context Association
Rural Environment
Dress Style
Food Habits and
Cultural preferences
The Message Source
Likeable source (Thanda Matlab Coca-Cola-Aamir Khan)
Trustworthy Source (Friends, Relatives and Neighbours)
Expert Source (School teacher, Social health workers, Retired army persons, Village
Sarpanch or Pradhan , Doctors as Opinion Leaders etc.)

9. Selecting the communication channels
Personal Communication Channels
1. Advocate Channels
Ex: Sales people
2. Expert Channels
Ex: Independent Experts (Village/ Town Retailers)
3. Social Channels
Ex: Neighbours, Friends and Family Members
Non-Personal Communication Channels
Mass Media
Ex: Print Media- News paper, magazines and Direct Mail
Broad Media
Ex: Radio and television
Electronic Media
Ex: Audio and Video tapes
Display Media
Ex: Billboards, Signs and Posters

10. Budgeting for rural communication
Designing the communication mix strategy
1. Advertising
ITC-”Putting India First” with e-Choupals
2. Sales Promotion
Ex: Incentives, Coupons, Discounts, Demonstrations and Sample
3. Direct Marketing
Ex: Indian Railways, NACO, HLL Life Care Limited- uses postcards as their branding
platform
4. Publicity and image building
Ex: TVS-Introduced Scooty to small town & rural women by teaching young women how to
ride a scooter through a women trainer- Helped in building brand image
5. Personal Selling
Ex: LIC Agents
Measuring the impact of communication

11. CREATING ADVERTISEMENT FOR RURAL AUDIENCE
Communication experts need to keep the following factors in mind when creating
advertisements for a rural audience
• Understand the mind set of potential customers
• Pick up gems in the form of idioms, expressions and words
• Don’t make Tricky, Cleaver, Gimmicky or suggestive, computer graphics and
without any human presence ads
• Combining education with entertainment
• Short television ads do not register well so advertising agencies have to
provide ample time and space to communicate a message
• Employing slice of life- Youth moving to urban and making his mark-
motivates youths

12. RURAL MEDIA
Conventional Media
MASS MEDIA
• Radio
• Television
• Press/ Print
• Cinema
OUT DOOR MEDIA
• Wall Paintings
• Hoardings
PERSONALIZED MEDIA
• POP Demonstration, Danglers,
Display Racks and Tin Plates
• Direct Mailers
Non-Conventional Media
VIDEO VAN/ VIDEO RATHS
HAATS
MELAS
MANDIS
FOLK MEDIA
• Folk Theatre
• Folk Songs
• Folk Dance
• Magic Shows
• Puppet Shows

13. SALES PROMOTION, EVENTS AND EXPERIENCES

14. SALES PROMOTION
• Discounts
• Coupons
• Sampling (Dry sampling and Wet Sampling)
• Instalment Schemes (SHG- 5 Kgs LPG Gas)
• Demonstration/Experiential Marketing

15. EVENTS
• Sports Events
• Rural Brand experience
• Channel Partner Meets
• Key Opinion Leaders Meets (Mason/ Mechanic/Carpenter/Painter)

16. Thank you