Chapter: Business Science : Rural Marketing : Rural Consumer Behaviour In Marketing Research

Rural Media

Rural media can be broadly classified into conventional mass media, non-conventional media and personalized media.

Rural Media

Rural media can be broadly classified into conventional mass media, non-conventional media and personalized media.

Conventional mass media

A medium is called a mass medium when it reches millions of people. But poor exposure to the mass media and the ineffectiveness of universalized communication aimed at heterogeneous rural audiences, make it difficult for the mass media to address the communication needs in rural markets in an effective manner.

Radio

Television Cinema

Non-conventional media

Outdoor media Wall printing

Folk media

Folk theatre Folk songs Folk dances Magic shows

Puppet Shows Interactive games Video van

Haats

Melas

Personalized media

Point of Purchase (POP) displays and Demonstration Direct mail

Rural media: The importance of the two-step flow of communication

Having developed a good communication package aimed at the rural masses, it is equally important to deliver the same through a combination of mass media and unconventional media. Even today, interpersonal communication accounts for over 80% of the rural communication process. Opinion leaders at the top of the literacy and the rural masses at the bottom (in a pyramid formation), reinforce the continued existence of the two step flow of communication.

Media topology: Intrinsic characteristics

Based on the intrinsic characteristics of media forms, the following table presents a topology of various media forms employed by rural advertising:

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Business Science : Rural Marketing : Rural Consumer Behaviour In Marketing Research : Rural Media |