2. Page | 2
Impact of Advertisement On
Rural poor of Dhaka
-With special Reference to “Bosila”
A provisionary research conducted by
amateur team of communication and
media studies Department students of
UODA
3. Page | 3Team and course details
Research Supervisor:
Miftah Uddin Arif
-Fellow, Green Bangladesh
Research Team:
Nafisa Tabassum (25th
)
Baheza Mustafa Sinthia (30th
)
Sadik Hossain (30th
)
Course Details:
Dissertation in journalism
Code: CMS401
Communication and media Studies (CMS)
University of Development Alternative (UODA)
4. Page | 4Content:
Acknowledgments : 6
Chapter 1: Introduction : 7
a. Advertisement : 8
b. Conventional media/Mass Media : 8
c. Traditional Media : 8
d. Area Of Research : 9
e. Background Study : 09
f. Significance to this topic : 10
Chapter 2: Literature Review : 11
Chapter 3: Research Design : 12
b. Statement of the Problem/Aim : 13
c. Research Questions : 13
d. Hypotheses : 14
e. Scope of the research : 14
5. Page | 5
f. Objectives : 14
g. Methodology : 14
h. Sampling Design : 15
i. Tools of Data Collection : 15
j. Data Processing : 15
k. Advantage of the study : 16
l. Limitations of the Study : 16
Chapter 4: Findings and Observation : 17
b. Executive Summary : 17
c. Unit of Study summary : 18
d. Findings Details : 20
Chapter 5: Conclusions : 24
Chapter 6: References : 25
6. Page | 6
Acknowledgments
The research has been conducted with a full armature team. In this study the
process works like sampling, workforce utilization, research designing everything
completed in a probation level job. The research content was based on the course
name “Dissertation in Journalism”. The findings is not refer to the census
population of are of research. All findings will not refer to samples unit of studies
original views.
7. Page | 7
Introduction
The research topic has chosen from the idea of team California- A members. The
subject/title of study has been choosing to man communication.
In this study the team tried to find out the advertisement impact on rural area.
The location Basila has been chosen due to its relating to a big city of Dhaka and
majority of this area population linked to the mass media and traditional media
both.
Therefore, in the sampling process we used 4 major variables to filter the
information correctly. In the primary data collection work we choose people from
each and every level on demand of our variables.
And to collect secondary data, we took helps from Government, reports,
advertisement agency manuals and many journals which is relates to present
advertisement and population reports.
To develop final framework of our innovative advertisement idea we filtered our
collected data on demand of people choice.
Strangely we found that poor people are mostly related to television as much
than the newspaper and radio.
For that reason we gave much priority to TV in conversational media. And in
traditional media people are mostly like to get information from poster and
billboard advertisement.
So we also give priority to these two on much than jatra, folk song etc traditional
media.
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Advertisement:
Advertisement is the way of promotion, to promote a goods or service or to build a
brand image a corporate house follow a few creative way to make it perfectly, that’s
advertisement.
According to Dictionary.com advertisement means:
“any public notice, as a printed display in a newspaper, short film ontelevision, announc
ement on radio, etc, designed to sell goods,publicize an event, etc Shortend forms ad, a
nd advert”
In Bangladesh here we found two basic media to advert-
Mass Media:
Mass media or conventional media refers to the most practiced media for now time, its
indicate to print, electric, online everything including social media like facebook etc.
Most of the Bengali people of rural and urban area are used to get in touch with anyone
of these Medias.
Traditional Media:
Traditional Media refers to the old practiced media like folk media, jatra, vhongura,
street Drama etc. its also practiced yet in few rural region of Bangladesh
Conventional Media /Mass media Traditional Media
Television Wall Paintings, Hoardings
Radio Haats, Melas, Jatras
Cinema Theater Video Vans, Folk Media
Newspapers and magazines Personal Selling ,Opinion Leaders
9. Page | 9
Geographic Area of Research
To conduct this research we have been choose the rural are of Dhaka named
“Bosila”
We found Bosila to conduct our work easily; our topic is totally new and
refers to the present rural consumer market, we tried to know the
advertisement agencies and corporate houses experiences on rural area of
Dhaka, we found that Bosila is the most effective rural area of this region;
from the population impact and several professions and many levels of
educations.
Finally we go forward to collect our primery data from Bosila area, and we
did select 50 respondent of Bosila on demand of our variables.
Background Study:
There were several categories of media and message methods
examined; these included: online advertising, word of mouth, public
relation placements, online communication tools and traditional
advertising. Due to an overcrowded competitive market and media
clutter, consumers are slow to recognize and respond to communication
through conventional media. To break the clutter marketers are trying
alternative media or advertisement framework to create a bond with
their consumers.
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The rural consumer is different from the urban consumer. So a different
approach to developing marketing communication or advertisement
framework might be needed for urban media-rich segments and for rural
not-so-media rich segments. Although the literature establishes that
reach of the media is poor in rural area of dhaka and that customization
of advertisement framework is vital in reaching out to the rural
consumers, there is a lack of a model/framework to help develop
innovative advertisement process for the same. There seems to be a gap
as to how to address the issue of poor media reach among the rural area
in Dhaka or on what should be the appropriate framework. So the main
objective of this study is to identify innovative and appropriate
advertisement framework for reaching out to the rural parts of Bosila
and compare it with the existing advertisement framework in the region.
Significance to this topic:
The significance of the study is that the framework resulting as an outcome
of this study will help marketers and academicians to develop innovative
advertisement framework for reaching the rural areas
The study will also serve as an advertising media-planning guideline for
marketers and advertisers in rural area of Dhaka district as well for the
advertisers in other parts of the country who are planning to target rural
consumers in Dhaka district.
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The appropriate Advertising framework that is to be proposed in this
study for reaching out to the rural consumers should help marketers as a
guideline for media selection and planning. The innovative framework to
be proposed in the study would aim at the following
1. Developing an innovative customer outreach plan
2. Identifying specific organizations/persons to form alliances for
expanding the reach of the messages.
The study will also help us to understand the various initiatives
undertaken by the Corporate to reach out to the rural consumer.
12. Page | 12
Literature Review
Advertisement:
Advertisement is the way of promotion, to promote a goods or service or to build a
brand image a corporate house follow a few creative way to make it perfectly, that’s
advertisement.
According to Dictionary.com advertisement means:
“any public notice, as a printed display in a newspaper, short film ontelevision, announc
ement on radio, etc, designed to sell goods,publicize an event, etc Shortend forms ad, a
nd advert”
In Bangladesh here we found two basic media to advert-
Mass Media:
Mass media or conventional media refers to the most practiced media for now time, its
indicate to print, electric, online everything including social media like facebook etc.
Most of the Bengali people of rural and urban area are used to get in touch with anyone
of these Medias.
Traditional Media:
Traditional Media refers to the old practiced media like folk media, jatra, vhongura,
street Drama etc. it’s also practiced yet in few rural region of Bangladesh
Bosila:
Bosila is an effective area to compare with other rural part of Dhaka, its near to
the main City but not so facilitate like Urban area even, We found Bosila to
conduct our work easily; our topic is totally new and refers to the present
rural consumer market, we tried to know the advertisement agencies and
corporate houses experiences on rural area of Dhaka, we found that Bosila is
the most effective rural area of this region; from the population impact and
several professions and many levels of educations.
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Research Design
This chapter will situate the study in a particular methodological tradition, provide a rationale for
that approach, describe the research setting and sample as well as data collection and analysis
methods. The following are the points that will be included in the research design:
Statement of the Problem/Aim:
The aim of this research is to look at the initiatives and experience of
corporate houses in rural marketing communication and build or improve
upon those initiatives to develop a framework of innovative Advertisement
for reaching out to the rural areas in Dhaka.
Research Questions:
What is the reach of the existing Advertisement framework for rural region
of Dhaka?
What could be the appropriate Advertisement framework for reaching out
to them?
What innovative Advertisement framework can be employed to reach
them?
What will be the reach of the new innovative Advertisement framework
suggested in this study?
What has been the experience of Corporate in Rural Market
Communication in Bangladesh?
Will the suggested innovative Advertisement framework in this study have
general applicability for the rural consumers across all rural region of Dhaka
District?
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Hypotheses:
Hypothesis 1: The exiting advertising framework is effective in reaching
out to the rural consumers in the regions chosen for this study.
Hypothesis 2: The reach of the new innovative advertising Framework
suggested in this study is effective in reaching out to the rural consumers
in Bosila.
Hypothesis 3: The suggested innovative Advertising framework in this study
Objectives:
To find out what is the reach of the existing advertisement impact on
rural areas in Dhaka region specially Bosila
To understand the advertisement used in the rural areas in Bosila in
comparison with other parts of Dhaka
To explore and develop a framework for selecting appropriate
advertisement attempt for targeting rural people from Bosila area
Methodology:
The research has been conducted in both quantitative and qualitative
method. Inductive approach could be used in the research work as the
researcher was started to find specifications about the rural areas of the
Bosila and then made suggestion to see whether it is applicable to all other
area across the Dhaka.
Primary data has been collected with the help of questionnaire and in-depth
interviews. In-depth interviews helped in providing very useful insights on the
way consumers get access to information about products and services. It’s
also helps to understand and devise the potential Advertising framework. The
questions in the questionnaire were explained to the consumers in the local
language for better comprehension. For collecting secondary data various
sources like census reports, books, journals, and company manuals were used.
15. Page | 15
Sampling Design:
The sample was comprised of 50 respondents spread across different
location in Bosila. The sample were been chosen from Socio-Economic
Classification (SEC) of the rural consumers. Literacy level was ranged
from zero exposure to education to school drop outs.
The age of the respondents was range from 18 to 65 years. Stratified
random samplings were used to get a fairly accurate cross-section of the
population and to ensure purity of research results.
It is a method of sampling that involves the division of a population into
smaller groups in stratified random sampling. In stratified random
sampling, the small group are formed based on members shared
attributes or characteristics. These subsets were based on age, gender,
income, occupation, literacy level.
Tools of Data Collection:
For primary data collection we used questioner which is made on local
language for people’s better understanding, and for secondary Data
collection we took help from many advertisement agency profile, their rural
framework, government report, internet and many journals.
Data Processing:
In data processing section we worked as two team, one filtered data
according to our variables, they also made graphs and insights for final
proposal paper and another team worked to collect secondary data from
several sources, finally we completed literature review and pasted whole
information as research findings paper.
16. Page | 16
Advantage of the study:
To collect secondary data we got help from many friends and teachers, news
agencies and advert agency helps us well, to complete research report we
got help from course coordinators and others as well, and team
understanding was outstanding, whole work completed as recreation
system & the communication to the area was not so bad.
Limitations of the Study:
People were not so communicative to give information; many people avoid
us from fieriness and to collect information from female samples were so
tough work. Businessman and day laborer were not intended to talk with
team, many people talked on non-related topics and it does take much time.
17. Page | 17
Findings and Observation
Executive Summary:
Advertisement is the most effective promotional way to promote any product or
service to mass people, and the basic consumer in Bangladesh are rural people
and maximum of them are poor, From the conducted study we faced many
situation what are not related even with the topic, we faced that even many
people in village area whom are not related to direct or indirect marketing, even
they have no time to watch TV or to read news paper to know about any product
or service, they are totally depend on local retailer, retailer refers any product or
service as good one and they are used to be used to with that product or service
firstly, another way is they know the product from relatives using habit or mouth
to mouth marketing.
Direct marketing system like conventional media of TV, Radio, newspaper, long
festoon, pestering, campaign or public relations are not much effective on
maximum of them.
But one interesting thing is “social media” basically facebook is much effective
than others conventional media, much of young rural people are using facebook
via cell phone and somewhere facebook also help them to choose their product
and lifestyle.
In first time we did not mention social media advertisement impact in our
research content and we also did not conduct any question in our questioner, but
in practical field work we got this information’s from many in-depth interviews.
Finally we mentioned this social media impact in our suggested advertisement
framework, primary data filtering process was totally non-biased, to collect
secondary data we took help from countries Three largest advertising agency
“Asiatic JWT, Gray advertisement ltd and watermark communication Ltd”, many
government journals and internet.
We hope the submitted findings will be filtered and maximum percent acceptable
to innovate any kind of advertisement framework on based on this study paper.
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0% 10% 20% 30% 40% 50% 60%
Illiterate
School drop out
SSC/HSC
Higher educated
Education chart
Job holder Day Labour Businessman Others
50%
14%
32%
4%
Occupation
Unit of Study summary:
The area of research was Bosila, a rural location of Dhaka District near
Mohammadpur, to choose
our Unit of study we
sampled people as per our
mentioned sampling
process, if we look forward
to our sample of 50
respondents education
level we got 25% of them
illiterate and 52% are
dropped school before they
sit any public exam, 0% higher educated and another 23% has SSC or HSC
certificate, Madrasha education also covered as level of General education.
And in
occupation
selection we
mentioned all
kind of
monthly salary
based working
people as job
holder and
their
percentiles is
maximum than
others all occupation 50% and the second one is business man like all kind of
small and medium and of course big, their percentiles gone to 32%. Next one is
day labor its mentioned rickshaw pooler, brick field worker and etc their
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18%
22%
20%
6%
10%
12%
8%
0%
4%
0%
14-24 24-34 34-44 44-54 54-64
Age Levels
Male Female
24%
76%
0%
0%
Gender
Female Male
percentiles is 14% and the last category was students and housewife, we
mentioned them in others section their percentiles was 4%.
And in gender case we
got maximum of our
sample male their
percentiles is 76%, we did
not found any female
student as our sample,
maximum of male sample
were businessman and
2nd
maximum was
rickshaw pooler, we got
only 3 male student as
our male sample.
And female sample percentiles are 24% and maximum of them are day laborer in
household and second maximum are garments worker.
And the final details of them are age limit, we divided our samples to Five
categories as per their age limit, its start from 14 and ends are 64, we select break
limit are 9. The major categories are 14-24(male 18% female 12%), 24-34(male
22% female 8%), 34-44(male 20% female 0%), 44-54(male 6% female 4%) and 54-
64 (male 10% female 0%). The mentioned four categories are the brief details of
our Units of study.
20. Page | 20
10%
68%
0% 22%
Program Preference:
Findings Details:
To find the major impact we highlighted on both Electronic and print media,
basically TV and newspaper is most used communication media in rural
area, people are used to watch TV often and minimum educated people are
often read newspaper, for that reason corporate houses also choose this
two media to
promote their
advertisement for
rural people.
Since our research
area was Dhaka
based rural
location we also
highlighted on
some others
advertisement communication media like online, billboard, direct campaign
etc.
From the major findings we got that 66 %( male 48 female 52) of rural
people watching TV and they all have TV on their own home, and 20%
people watching TV sometimes and
maximum of them have not own TV,
interestingly we got 14% people they
did not watched TV ever and
maximum of them took decision to
don’t watch it from their religious
view.
Than we found those TV watched
peoples program preference, 68% of
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Bangla
Hindi
English
48%
49%
3%
Language preference:
0%
10%
20%
30%
40%
50%
Watch
Don’t watch
Channel change
others
advert watching Ratio in electronic media
them watch only Drama-Movie on TV and maximum of them are female and
old aged male, 10% has
major interest to watch
News and all of them
are male rest 22% are
several program
watcher, like sports,
reality show etc and
maximum of them
young. And in program
or channel watching
time 48% people are interested to watch programs in Bangla language, 49%
feel good to watch program on Hindi channel and rest 3% are used to watch
TV on English Language and all of them preferred Star Movies and National
Geography channel as their watch wish list.
When we asked people about their activities while advertise are showed on
mid break of their favorite program 40% of them said they watch advertise
also, because they don’t want to miss any moment of the program, and
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0% 10% 20% 30% 40% 50% 60%
Yes
No
Sometimes
News paper readers Ratio
0%
20%
40%
60%
80%
100%
Reader Non-Reader Sometimes others
Newspaper advert reading ratio
36% said they change their channel during advertisement on program mid-
break or starting, 4% said they stopped watching TV and start another work
when advertise on-aired and interestingly 20% young and mid-aged people
said they love to watch advertise, according to their opinion advertisement
is much conceptual and emotional effective from any kind of others
program.
And about news paper and others print media we got only 32% people
whom are interested to read or buy news paper or to west time to read a
roadside poster or billboard and maximum of them are male, 58% people
said they have no interest on newspaper or print related communication
media and 10% mentioned it as their sometimes hobby.
And when we asked them about their habit to look after on advertisement
23. Page | 23
what published in news paper or bannered in many communication
materials 80% of them answered they don’t read that advertisement, 13%
said they are used to find advertisement also basically job or tender
advertisement only and 7% was relaxing reader its mean when they had
enough time to west then they look forward to those advertisement.
We talked with people about direct marketing like mouth to mouth
campaign and folk media using campaign like campaign for aids but 80%
response was its doesn’t work except any occasional issue like Waj-Mahfil,
government notice, electric bill payment issue etc, the major things is
traditional media does not work as advertisement media in rural area based
on city side.
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Conclusions
The topic is not so small that it’s easy to measure total city based rural
consumer market of Bangladesh from a single study, and it was not our aim
even, we completed this study to learn the basic of research, which will help
us to work as a little experienced workforce for near future with research
houses as well.
The collected findings refers that TV media is most effective for rural people
to introduce theme with any goods or service, and in second position online
Media like Facebook etc is most effective. News paper is not much
appropriate media for rural area as well.
From the various agency reports we also got the information that they even
don’t think about rural people feedback from their published print
advertisement.
Therefore this research were conducted totally by a armature team as their
first practical field work, hope the next work will be much concrete as well.
Thanks for your patience look after
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References
Advertisement agency manuals:
1) Asiatic marketing Communication Ltd
2) Watermark Communication Ltd
3) Gray Advertisement Ltd
Annual Report:
1) Uniliver
2) Sesame workshop Bangladesh (SWB)
3) Ministry of ICT
4) Asiatic JWT
5) Watermark PR
Web support:
1) Wikipedia
2) The rural psychology (online journal)
3) Mind share annual information (research firm)
And people of Bosila, whom help us to get correct information and choose
the correct people on demand of our variables.
