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    RMM Unit 5

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    Hitkarsh Sethi
    There are several challenges to effective communication in rural markets. Rural audiences have selective attention, distortion, and recall, adding noise to the communication process. When crafting rural messages, communicators must use simple language, pictorials due to literacy levels, and messages that are native and useful. The communication source should be likeable, trustworthy, and expert to add credibility. Developing effective rural communication requires profiling audiences, determining objectives, and using both conventional and non-conventional media appropriate for the context.

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    RMM Unit 5

    Uploaded by

    Hitkarsh Sethi
    46 views18 pages
    There are several challenges to effective communication in rural markets. Rural audiences have selective attention, distortion, and recall, adding noise to the communication process. When crafting rural messages, communicators must use simple language, pictorials due to literacy levels, and messages that are native and useful. The communication source should be likeable, trustworthy, and expert to add credibility. Developing effective rural communication requires profiling audiences, determining objectives, and using both conventional and non-conventional media appropriate for the context.

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    There are several challenges to effective communication in rural markets. Rural audiences have selective attention, distortion, and recall, adding noise to the communication process. When crafting rural messages, communicators must use simple language, pictorials due to literacy levels, and messages that are native and useful. The communication source should be likeable, trustworthy, and expert to add credibility. Developing effective rural communication requires profiling audiences, determining objectives, and using both conventional and non-conventional media appropriate for the context.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    46 views18 pages

    RMM Unit 5

    Uploaded by

    Hitkarsh Sethi
    There are several challenges to effective communication in rural markets. Rural audiences have selective attention, distortion, and recall, adding noise to the communication process. When crafting rural messages, communicators must use simple language, pictorials due to literacy levels, and messages that are native and useful. The communication source should be likeable, trustworthy, and expert to add credibility. Developing effective rural communication requires profiling audiences, determining objectives, and using both conventional and non-conventional media appropriate for the context.

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    Rural Marketing

    Communication
    • The communication process model remains standard for both rural and
    urban markets.
    • The sender sends the encoded message using a selected media which
    receiver receives and decodes to understand the message.
    • This is more or less same as in urban markets.
    • However, there are many variables in the model in case of
    communication strategy in Rural Marketing.
    • There can be language barrier and the message doesn’t get decoded the
    right way and gets wasted as ‘noise’.
    • Also due to unavailability of mature media in rural markets the
    message might not be hitting the right target audience.
    • The rural environment plays an important role in the way the message is
    understood by the consumer.
    • Below are prime three reasons because of which the target audience
    might not understand the desired message:
    • Selective Attention – The consumer may not even notice the stimuli.
    • Selective Distortion – The message is indirect and twisted making it
    difficult to understand for the rural audience.
    • Selective Recall – The consumer retains only a fraction of the
    communication.
    • All the above three conditions add to the ‘noise’ in the communication
    process model and thereby play an important role while making the
    communication strategy in Rural Marketing.
    Prerequisites for crafting Rural Message

    • The rural consumer should connect and relate to the message. Broadly,
    below are the heads to be taken care of while crafting a rural message.
    • Languages – The message should be easily understood by the rural
    consumer. It should be simple and use appropriate key words for
    instant connect. Message should reflect culture and religious
    sentiments of the audience. e.g. Dabur distributed religious calendars
    in rural markets.
    • Pictorial Presentation – Considering the literacy levels of rural
    markets, pictorial representation of message becomes an important
    part of communication.
    • Message Form – The message should be native to the place and have
    utility for the consumer.
    • Source – Many times the source from where the message is coming
    from adds to the credibility in the rural market. The message source
    can be
    • Likeable
    • Trustworthy
    • Expert
    Developing Effective Communication
    • Profiling the Target Audience.
    • Social classes and intentions.
    • Consumer receptivity
    • Growing brand consciousness
    • Lifestyles
    • Buying roles
    • Purchase needs
    • Community and the personal-value proposition
    Determining Communication Objectives
    Intended goals of an advertising or promotional program.
    (1) Creating awareness,
    (2) Imparting knowledge,
    (3) Projecting an image,
    (4) Shaping attitudes, 
    (5) Stimulating a want or desire, and/or trial purchase
    (6) Effecting a sale.
    Rural Communication Media: Types
    • Rural media can be broadly classified into conventional mass media,
    non-conventional media and personalized media.
    Conventional mass media Non-conventional media Personalized media
    Radio Outdoor media, Wall Point of Purchase (POP)
    Television Cinema printing, Folk media displays, Demonstration
    Print Folk theatre, Folk songs Direct mail,
    Folk dances, Magic shows
    Puppet Shows, Interactive
    games, Video van, Haats
    Melas, Mandies, Word of
    mouth,
    Challenges In Rural Marketing
    • Heterogeneity and spread: The communication pattern in any society is
    a part of its culture. No communication medium can exist in a cultural
    vacuum. Communicating the message to rural consumers ha posed
    enormous challenges to the rural marketer, because of the large numbers
    of consumers scatters across the country. The problem is further
    compounded by the heterogeneous nature of consumers there are 16
    scheduled languages and 114 local vernaculars.
    • Limited Media Reach: The limited reach of the mass media imposes
    limitations on universal communication to rural consumers. These factors
    lead to poor message comprehension and negligible impact, which fail to
    translate into consumer awareness and hence fail in generating consumer
    pull.
    • Understanding the Rural Audience: It is not sufficient to understand
    rural communication challenges as stated above: rather, what is
    equally crucial is the need to understand the behavioral and
    psychographic characteristics of the rural audience, in order to develop
    an effective rural communication strategy.
    Effective Rural Communication
    1.Analysis: Profile intended stakeholders, existing policies and
    programmes, active organizations and available communication channels.

    2. Strategic design: Establish communication objectives; position the


    concept for the audience; clarify desired behaviour change; select media
    or channels; draw up an implementation plan; design the evaluation
    scheme.

    3. Development and testing: Develop message concepts; pre-test with


    audience members and gatekeepers; revise and produce messages and
    materials; re-test existing materials.

    4. Implementation and monitoring: Mobilize key participants; train


    trainers and field workers; implement the action plan; monitor the
    processes of dissemination, transmission and reception of programme
    outputs.

    5. Evaluation and re-planning: Measure impact on intended


    stakeholders and determine how to improve future projects; determine
    future needs; adjust to changing conditions and plan for continuity and
    self sufficiency.
    Innovation in Communication
    The innovation should be carried out within the framework of what can
    best be characterized as the 4-R principle:
    • Relevance
    • Reliability
    • Reach
    • Reincarnate (Reawaken) innovation

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