1.16.promotion _ role of media in rural markets

8/13/2019 1.16.Promotion _ Role of Media in Rural Markets

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PromotionRole Of Media In

Rural Markets


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Challenges In Rural Communication

Heterogeneity & Spread

Communicationa part of culture

Scattereddifficult to reach by conventionalmedia

22 scheduled languages, 114 local vernaculars

Dialect specificVidharba, Maratwada,Konkan


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Low Literacy & Varying Comprehension

Abilities

40 % illiterate

20 % matriculate

Kerala 95%, Bihar 52%

Effective communication messagesimple,

self-explanatory visuals, storyboards, role

plays, flip charts, not text


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Different Media Reach & Habits

Medium

Penetration

(%)

TV 47

Cable & Satellite 31

Radio 18

Press 13Cinema 6

Internet 1

TV Max in Goa83%, lowest in Bihar11%

Press reach Kerala62%, MP4%

Ragio penetration TN40%, AP3%

Cinema AP20%


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Three Requirements For A Rural

Marketer

Identify medium to reach across the country

Develop region-specific consumer profiles to

understand characteristics of target market

Design effective & persuasive communication

& promotional strategies to induce target

audience to purchase


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The Communication Process Model


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In rural markets, how the sender encodes themassage, how he sends it to the receiver, and

how receiver perceives it is crucial Environment influences the receiver

Distortion might happen due to:

Selective attentionconsumer misses thestimulus

Selective distortiondeliberate twisting, soconsumer hears what they want to hear

Selective retentionconsumer retains onlysmall fraction of the message that reaches


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Developing Effective Rural

Communication

IMCIntegrated Media Communication


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Identifying & Profiling Target Audience

Know your customer

Segment (geographic, demographic,psychographic, behavioural)

DaburGripe WaterJanam Ghuttiprofiledrural customers at haatsdo not go for home

remedieshousewife decides product categoryhusband decides brand

HUL profiled on basis of religion & customs

Lifebuoywashing hands before enteringgurdwarahaving a bath before enteringtemples


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Determining Communication Objectives

Desired audience responsepurchase &

satisfaction

Move target audience to higher states of

readiness to buy


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AICDA Model Of CommunicationResponse Hierarchy Model

Awareness

To bring about awareness among a certain % of

target audience

Interest To improve knowledge to generate interest

Conviction To strengthen liking for a product

Desire

To strengthen preference for a product

Action To persuade the customer to purchase


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Choice Of Promotional Elements Based On

Communication Objective or AICDA Level

Promotional Element

Communication

Objective or

AICDA Level

Expected Result

Dynamic

Haat Demonstrations A, I Awareness, Interest, Questions, Doubts, Prospect Identification

Short Campaigns A, I Awareness, Interest,TOMA, Excitement, Announcement

Video Shows A, I Awareness, Interest, Excitement, Large scale impact, Doubts, Questions

Farmers meetings & village

demonstrations I,C,D,A Awareness, Interest, Queries, Argument, Desire

Opinion Leaders I,C,D,A Positive word of mouth

Personal selling C,D,A Argument, Desire, Action

Static

Handbills A,I Awareness, Information, Interest, Questions, Doubts

Wall Paintings A,I Awareness, TOMA, Information

Dealer signboards A,I Awareness, TOMA, Information, Excitement

Audio jingles A,I Awareness, TOMA, Information, Excitement

Caps, T-shirts, Bags, Calenders A,I Awareness, TOMA, Recall, Information

TOMA : Top of the mind awareness


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Designing The Message

What to saymessage content

How to say it logicallymessage structure

How to say it symbolicallymessage format

In what context to say itcontext association

Who should say itmessage source


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What to sayMessage content

The appeal, theme, idea or USP

Rational Appealnylon chord breaking

contest by musclemen

Pahelwaan chaap baggi gadi tyre

Babool Babool, paise vasool


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Emotional Appealheroism, love,

achievement, humour

Rural customersrational rather than

emotionquality, value for money

Moral appealto do the right thingspacing

between children and plants


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How to say it logically-Message Structure &

Format

Simple, short, self explanatory

Simple logic, sequential thoughts, easy tounderstand arguments, clearly drawn conclusions

Audio-visualsdramatic voices, attractiveexpressions, strong colours

Low levels of comprehensionpictorialrepresentation better impact

Link benefits to product attributes

Short stories, linking demonstration effects


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What context to say itcontext

association

Rural settingshould relate to environment

Dress style

Food habits Cultural preferences


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Who should say itMessage source

Likeable sourceAamir Khan

Trustworthy sourceone farmer advising

another

Expert source for durables or big ticket items

masons (building materials), mechanics

(tractors, motorcycles), schoolteacher, retired

army officer, social health worker, sarpanch


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Selecting The Communication

Channels

Personal Communication Channels

People communicating directly with each other

Face to face, person to audience, telephone, mail

Advocate channelscompany sales peopledirectly communicating, visiting homes

Expert channelsindependent experts who

make statements to buyersagri-input retailers Social channelsneighbours, friends, family

membersfirst source; progressive farmers


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Non-personal communication channels

Carry messages without personal contact or

interaction Mass media, atmosphere, events

Mass media Print medianewspapers, magazines, direct mails

Broadcast mediaradio, television

Electronic mediaaudio tape, video tape

Display mediaBillboards, signs, posters

AtmospherePackaged environment

EventProject ShakthiShakthi Dayto communicate a particular message.


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Budgeting For Rural Communications

Allocations for

Advertising

Sales promotions

Campaigns at haats

Road shows

Wall paintings

Allocation based on activities and resultsexpected


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Designing the Communication Mix

Strategy

Different communication tools

Advertising

Sales Promotion

Direct marketing

Publicity & image building tools

Personal selling


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Assignment

Case Study TATA Shaktee SteelSubmit by

Monday, April 30.

Wed, May 2

1.16.promotion _ role of media in rural markets

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