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ADVERTISEMENT IN RURAL INDIA
Transcript of ADVERTISEMENT IN RURAL INDIA
In a country of over one billion people, where more than 70% of the population resides in rural areas, the sheer number of the rural populace necessitates that marketers reach out to them for the marketing of various goods and services. Despite the fact that about 40% of the Indian population is impoverished, there is still great scope for marketing items of necessity in the rural hinterland.
ADVERTISING MEDIA FOR RURAL MAKETS
Types of Media
> TRADITIONAL MEDIA
> MASS MEDIA
Folk theaters are mainly short and rhythmic in form. The simple tunes help in informing and educating the people in informal and interesting manner. It has been used as an effective medium for social protest against injustice, exploitation and oppression
Puppetry is the indigenous theatre of India. From time immortal it has been the most popular form and well-appreciated form of entertainment available to the village people. It is an inexpensive activity. The manipulator uses the puppets as a medium to express and communicate ideas, values and social messages. The companies can develop a story line relating to the brand and show the characters using the brands to their advantage.
Wall Paintings are an effective and economical medium for advertising in rural areas. They are silent unlike traditional theatre .A speech or film comes to an end, but wall painting stays as long as the weather allows it to.Retailer normally welcomes paintings of their shops, walls, and name boards.Since it makes the shop look cleaner and better. Their shops look alluring and stand out among other outlets.
The A/V unit or the publicity van is very useful for rural communication.The van is a comprehensive mobile promotion station at the exclusive command of the concerned firm. The firm can exhibit its films and other audio visual presentations such as slide shows, sound and sight presentations, puppet showsetc. from this instant promotion station.
Traditional Media Also Include :-
With the increase in coverage and increase in TV ownership in the rural areas, TV has become the primary media for communication to the rural masses.Studies reveal that as much as 77% of villages in India now receive TV transmission and 27% of all rural people actually watch TV. The main advantage of this medium is that, it is both spoken and visual. Television has proven advantageous in communicating with the rural people due to the low literacy levels.
CINEMA HALL ADS
The cinema is a useful medium in rural context. Most rural villages haveone or more cinema halls. And 29% of all rural people do watch cinema as amatter of regular lifestyle and habit. Short feature films with disguised advertisements messages, direct advertisement films and documentaries that combine knowledge and advertisements, can be employed for rural communication.
The radio is a well established medium in rural areas. As one of the oldest and potential media used for communication with farmers and for diffusing agricultural technology, radio has yielded significant results. A big expansion in the broadcasting facilities has taken place in the rural country over the years. The availability of radio sets has also expanded.
The relevance of print media for rural communication needs careful examination mainly because the literacy level is low in rural areas. Print media consist of a wide variety of items – Newspapers (dailies), periodicals (weeklies,monthlies) and also the literature. Pamphlets, booklet produced my manufacturers and marketing men. Vernacular periodicals and dailies are very popular in the southern states.
AUDIO VISUALS VANS
MELAS IN INDIA