Rural Mktg Module X - 601 EM

8/12/2019 Rural Mktg Module X - 601 EM

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Rural MarketingModule X


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Module X

Challenges in rural communication,

Communication process, Rural Media

Communication strategies


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RURAL COMMUNICATION

Rural Communication has recently emerged as a key

concern for communicators of both profit-orientedcorporations exploring rural areas to expand marketingtheir products, as also by those in social serviceinstitutions trying to reach social (especially) health

related messages in rural, tribal and far-flung areas inthe countryside.

There are a number of factors that make ruralmessages effective. edia is of t!o types "ass ediaTraditional (non-conventional) edia

The utility of mass-media in rural communication isenormous. #o!ever, traditional media is often seen tobe more effective among the rural audience.


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THE COMMUNICATION

PROCESS MODEL

$s can be clearly seen from the mode, a sender sends (anencoded) message, using a selected media, !hich thereceiver receives after having decoded it (so as to beproperly understood). The receiver (or the target audience

%responds& back to sender (of the messages), to !hom thisresponse also !orks as a feedback on his message'media.

t is also apparent from the model that much of the messagecould go !aste as %noise&. This could happen due to several

reasons. The messages having not been encoded properlyinappropriate selection of media improper messagesmessages not having been decoded properly. The net effectis that the senders message do not reach, the targetaudience, or having reached it may mean nothing, or atleast

not meaning !hat it is intended to have been


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The rural environment has a lot of influence on thereceiver and therefore he or she may not receive theintended message for any of the follo!ing threereasons "

Selective Attention * !here the consumer may notnotice the stimuli provided.

Selective Distortion * !here the message is t!isted tohear !hat the consumer !ants to hear.

Selective Recall * !here the consumer permanentlyretains only a small fraction of the messages that reachhim'her.


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EFFECTIVE MESSAGES

$ ma+or challenge for rural communicator is ho! to

make the communicated messages effective. Themessage must be meaningful to the rural consumer.essage decisions need to take into account thefollo!ing aspects for their effectiveness

anguages

ictorial resentation

essage orm * The effective communication to rural

consumer should be " utilitarian, / narrative0ource of the message * Credibility of the source is

critical for rural markets.

Context $ssociation * $ssociations create interest,

hold attention and provide meaning.


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MEDIA

t is important to understand the media that is beingadopted by the rural marketers. The forms of mediaused are of t!o types "

Mass Media (Conventional Media) * ncludingtelevision, radio, print, cinema'theatres, !ord ofmouth, video on !heels.

Traditional Media (Non-Conventional Media) *ncluding puppetry, folk theatres, demonstrations,elas, !all paintings, post cards, posters, etc.


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MEDIA VEHICLES AVAILABLE

MASS MEDIAT112034

R$53 - #6# $7514C1

R4T 15$C41$0

83R5-3-37T#

2513-34-8#110


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TRADITIONAL MEDIA8$ $4T460

5R1CT $

39 T#1$TR1:$441R0 $C15 34 11#$4T0 / C$10

71TR;

C34T10T0 T3 R33T1 T#1 R357CT0

$753-207$ 2$40

0T$0 $T 3C$ $R0


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MEDIA EFFECTIVENESS

1ffectiveness of the media to be used for ruralcommunication is important. actors that affect mediaeffectiveness are "$udience rofileedia referencesChannel and rograms vie!ededia 2ie!ing / istening :ehavior

Rural communication is best applied !hen it follo!s aparticipatory approach, involving participation of ruralaudience.


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AUDIENCE PROILE Rural audiences are exposed

to mass media, and can be easily reached, and youngmale members are ma+ority vie!ers of television.

MEDIA PREERENCETraditional media can bemore effective !ith rural audience. nterpersonal

communication (C) !as ranked most effective,follo!ed by T2'2CR, print media, and then radio.

C!ANNELS AND PRO"RAMMES #IE$ED

MEDIA #IE$IN" AND LISTENIN"

%E!A#IOURTelevision programs in rural areas like55-


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RURAL COMMUNICATION -

CHALLENGES

SPREAD AND DI#ERSIT&The large number ofconsumers scattered across the country, many of!hom are not tuned to mass media. Rural markets varyby geography, demography, etc.

LO$ LITERAC& LE#ELS ndicate that it !ouldbe unrealistic to use print media.

POR INRASTRUCTURE ACILITIES 0uch alack of roads, telecom facilities, postal services, etc.

This undermines the utility of press and even T2vie!ership is affected by lo! voltage and uncertainsupplies


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UNI'UE MEDIA !A%ITS $ll the readership is

secondary.

LAC O RESEARC! DATA 5ecisions onmessage and media-mix are largely dependent onfeedback from sales net!orks.

LIN"UISTIC SOCIO-CULTURALDIERENCES

DIERENT L EISURE TIME ACTI#ITIES orpeople in rural areas, as agricultural activities have nofixed timings, and often re=uiring !ork during nightsand in odd hours. The difficulty is to find the time slot

for the ads, as the leisure times are situation based.


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RURAL COMMUNICATION -

STRATEGIES

MANA"IN" SPREAD AND DI#ERSIT&anguages " The message has to be understood.dentifying geographical locations !ith a larger

concentration of rural consumers.

ocating potential consumers !ith a higher propensity tospend.

USE O AUDIO-#IDEO MEDIUM iteracy ratesbeing less in rural areas, and T2 and Radio having

much more reach in rural masses compared to printmedia, communication through electronic media mustbe given priority over press.


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APPROPRIATE COMMUNICATION MI* 4eeds

to be used giving priority to local promotional toolsover advertising, as advertising in rural areas is markedby selective attention and retention. 7sually >?"@? is

recommended.TAILOR-MADE COMMUNICATION $d

messages should be modified to suit to regionalre=uirements, in order to counter linguistic, social and

cultural differences.USE O PU%LICIT& #ANS + ANIMAL S

1specially in remote'tribal and hilly areas


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USE O STALLS !AATS 1specially in village

festivals to spread messages and can also includebrand trials.

USE O CINEMA !ALLS AND #IDEOPARLOURS 1specially in those states'regions havingmaximum exposure to cinema.

USE O L O"OS AND S&M%OLS

OCUS ON OPINION LEADERS ORREERENCE "ROUPS

Documents

Rural Mktg Module X - 601 EM