rural communication in rural marketng
TRANSCRIPT
RURAL COMMUNICATION
Presented ByChandan Singh
Dr. Rajendra Prasad Central Agricultural University, PusaMBA(AGB)/92/2015-16
Contents
Introduction
Media for Rural Communication
Communication Using In Non- Conventional Media
Media Effectiveness
Factors Affecting Media Effectiveness
Challenges
Communication Strategies
ICT
Introduction
Rural Communication has recently emerged as a key concern for communicators of both profit oriented corporations exploring rural areas to expand marketing their products, as also by those in social service institutions trying to reach social health related message in rural, tribal and far flung areas in the countryside.
Media for Rural Communication
Mass media Traditional media
MASS MEDIA
TELEVISION
RADIO
CINEMA THEATRES
WORD OF MOUTH
VIDEO ON WHEELS
TRADITIONAL MEDIA
PUPPETRY
FOLK THEATRE
DEMONSTRATION
HAATS & MELAS
WALL PAINTING
POST CARD & POSTERS
Reach the rural consumer
Generate interest
Education and persuade
• Wall paintings
• Mail to options leader
• Puppetry• Drama• Message
on objects of interest
• Giant cutouts
• Tableaus• Audio
visual vans
• Point of purchase channels
• Contests
• Interactive communication point of contacts
• Stalls at haats and meals
• Demonstration and sampling
COMMUNICATION USING NON-CONVETIONAL MEDIA
MEDIA EFFECTIVENESS
A number of factors affect media effectiveness, these include:
Audience profile
Media preferences
Channel and programmes viewed
Audience behaviour
RECALL
MEDIA EFFECTIVE
NESS
ATTITUDE CHANGE
MEDIA
AUDIENCE PROFILE
AUDIENCE PREFERENCES
CHANNEL AND PROGRAMMES
VIEWED
MEDIA VIEWING/LISTE
NING BEHAVIOUR
Factors affecting media effectiveness
Audience response
CHALLANGES
• Low literacy levels
• Spread and diversity
• Unique media habits
• Low spending capacity
• Lack of research data
• Selective attention to/retention
• Linguistic and socio cultural differences
• Strong kinship ties
• Different leisure time activities
COMMUNICATION STRATEGIES
Use of audio video
medium
Appropriate
communication mix
Tailor made
communication
Use of publicity
vans/animals
Use of stalls and Haats
Appropriate scheduling
Selective communication
strategy
Focus on opinion leader
and reference's groups
Use of logos and symbols
Cont.….
Information and communication technology (ICT)
ICT has a great impact in the rural India. The cyber revolution that already has urban India in it’s grip, is slowly going into villages and irrevocably changing lives. The fishermen of Veerapattinam near Pondichery depend earlier on nature each time they set out in their boats, known for sure what to expect of the weather, the waves and that it will throw up by way of catch.
Thank you