Understanding Rural Advertising: Media and Strategies
Rural advertising in India targets a population of over 1250 million, with a significant portion residing in rural areas. Marketers blend traditional and conventional media to reach the rural masses through word of mouth, puppetry, posters, TV, radio, and more. Strategies include utilizing traditional media like puppetry and folk theatre while also leveraging mass media such as television and print to engage and influence rural customers.
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Write Meaning, Definition and Features of Advertising Meaning:- The word advertising comes from Latin word Advertere which means to turn the mind towards . The primary goal of advertising is to attract attention of audience and induce them to purchase advertising products and services. Definition AMA defines (American Marketing Definition:- Association) Any paid form of Non personal presentation, Promotion of ideas, goods and service by an indentified sponsor.
Welcome to all for the Advertising Online lecture Chapter 4- Brand building and Special Purpose of Adverting By Dr. Dhiraj Ovhal HOD of Commerce
Q.5 Rural Advertising:- Meaning:- India has a population of over 1250 million, 70% of which lives in rural areas. The sheer number of the rural population necessitates that marketers reach out to them through advertising and other means of marketing communication.
Advertising Media in Rural Areas: Media Penetration: The growth in conventional media has been quite significant. Rural India consists of about 170 million households. 50% of the rural households come in contact with any or many of the mass media, like print, TV, radio or cinema. And majority of the rural masses comes into contact with traditional media of advertising such as word of mouth, puppetry and posters especially at melas or local fairs, folk theatre, etc. Marketers need to blend the traditional media and the conventional mass media to attract the attention, arouse interest, create desire and secure action of the rural customers to buy the advertised products.
Traditional Media: Puppetry, dance-dramas, rural specific art forms are preformed at village melas and temple festivals. Word of mouth. Mike announcements, processions. Folk theatre. Demonstration, house to house campaigns by special promotion teams. Advertising in fairs and melas through puppets, posters, etc. Information centers for company's products. Wall paintings and posters at prominent places. Ads on delivery vans. Audio-visual vans or publicity vans
2. Mass Media: Television, especially Doordarshan and regional channels. Print media including local newspapers and regional magazines. Radio Cinema Halls Point of Purchase ads.
Features of Rural Advertising 1. Media 2. Strategies for Rural Advertising 3. Nature of Strategy 4. Language of Advertising: 5. Area Coverage 6. Blending of Advertising & Sales Promotion: 7. Timing of Advertising 8. Models for Advertising
1. Media: Various media are used to promote products in rural area through advertising. The advertising media used in rural area can be broadly divided into two groups: (a) Traditional Media which include puppetry shows, mike announcements, processions promoting the product caparisoned animals, Point of Purchase advertising different forms of outdoor advertising such as neon signs posters, hoardings, etc. (b) Mass Media which include television (especially DD, and regional channels), local radio, cinema theatres, press - local newspapers and regional magazines.
2. Strategies for Rural Advertising: Rural advertisers may adopt a number of strategies through which products are advertised. The strategies include: Influencer, Participatory Show-n-tell, and Product demonstration.
3. Nature of Strategy: Rural advertisers adopt Hard Sell Strategy, Almost no emphasis is placed on Soft Sell Strategy. In hard sell strategy, the rural advertisers provide reasons to buy the product. They may highlight the special features of the product, the price of the product, special promotional offers, etc.
4. Language of Advertising:- : Rural advertisers place emphasis on local language and regional language. As far as regional TV channels and regional magazines are concerned, the advertisers may use regional language. In the case of local newspapers, and outdoor advertising, the local language is used to advertise the products.
5. Area Coverage: Rural advertising is done in rural areas. In India, nearly 70% of India's population lives in villages. There are over 6,40,000 villages in India. Thus, rural advertising reaches to vast majority of India's population.
6. Blending of Advertising & Sales Promotion: In rural areas, the advertisers need to blend effectively advertising with sales promotion. The rural customers are more interested in sales promotion offers rather than mere advertising. Therefore, the advertisers in rural areas must advertise the product with sales promotion offers so as to induce the rural customers to buy the advertised product.
7. Timing of Advertising: The timing of rural advertising depends on the nature of the product. Rural economy is greatly linked to agriculture. The income of the villagers increase in the post harvesting season. In the post harvest season, the rural areas celebrate a number of festivals apart from traditional festivals. Therefore, advertising in rural areas must be undertakes espicially during the festival season.
8. Models for Advertising: It would be advisable to use models in advertising that represent the local people. The models used in rural advertising must have a connect with the rural people. The models should look like the village people, who speak their language, wear their costumes, well versed with the villagers' customs and traditions. The models that resembles the villagers may create a better impact on the rural customers.
Features of Rural Advertising 1. Media 2. Strategies for Rural Advertising 3. Nature of Strategy 4. Language of Advertising: 5. Area Coverage 6. Blending of Advertising & Sales Promotion: 7. Timing of Advertising 8. Models for Advertising
Attendance Link https://forms.gle/U4Da9ykpniL3tpCdA (Mention date at last point)
