Challenges in Rural Communication

Low literacy levels Poor media reach and exposure Variations in reach of media Vast, heterogeneous and diversely spread audience Variations in level of literacy Rural markets are largely media dark or media grey Communication requirements are: Identification of the right medium Development of region specific consumer profiles Design of effective communication

The Communication Problem

National Languages English and Hindi

Scheduled Languages 17 Languages with widespread use

47 in primary education 98 in print media 71 in radio; 13 in films

Local Vernaculars 114 recognised varieties

Understanding the Rural Audience

Two distinct sets of audiences in rural India: A growing number of educated upwardly mobile, aspirational with exposure to mass media Poor illiterate masses who cannot be reached with mass media High degree of involvement in purchase decision with

role of influencers Communication has to generate word of mouth publicity Strong association with colours, numerals and visuals Variations in perceptions, traditions and values in different parts of the country

Developing Effective Communication

Profiling the target audience Determining the communication objectives Designing the message and ensuring its effectiveness Selecting the communication channels Designing the promotion strategy

Profiling Target Audience

Probing and profiling the buyer, the user and the

influencer Social classes and intentions Consumer receptivity use of colours and slogans Growing brand consciousness Traditional lifestyles Collective decision making Identification of purchase needs Value for Money

Determining Communication Objectives

The communication objectives can be to: Bring about AWARENESS Create INTEREST Move to CONVICTION and DESIRE Persuade the customer to buy - ACTION Be clear as to which communication is looking at

which element of the response

Determining Communication Objectives

Promotional Element Market demonstrations Farmers Meets Video Vans Personal Selling Opinion Leaders Mechanics

Communication Achieved
Prospect identification Interest to action Excitement, Announcement Understand and Explain Word of Mouth Influence

AICDA Level A,I I,C,D,A A,I C,D,A C,D,A C,D,A

Determining Communication Objectives

Promotional Element Wall Paintings Handbills Dealer POP Audio Jingles Calendars, Merchandise

Communication Achieved
Awareness, Information Awareness, Information, Clarifying doubts Awareness, Information Awareness, Information, Excitement Awareness, Information, Recall

AICDA Level A,I A,I A,I A,I A,I

Designing the Message

Message Content Rational (self interest), emotional (positive or negative) or moral (what is right and proper) appeal Simple and local language Message Structure simple, short and self-

explanatory; mainly pictorial Message Format linking benefits to product attributes Context Association use a true rural environment Message Source should be likeable, trustworthy and seen to be an expert

Message Effectiveness
Simple; communicators also need to understand that

words have different meanings in different regions Pictorial presentations improve recall Form
Utilitarian to influence attitudes and preferences Narrative to increase attention

Trustworthy, likeable and expert source Context association to create interest and improve

comprehension

Communication Channels
Personal Advocate Company sales people Expert Social Neighbours, friends, family members (most effective in rural) Non-personal Mass media print, broadcast, electronic and display Atmospheres a packaged environment Events

Promotion Mix
Advertising to build a long term image Sales promotion coupons, contests, demonstrations

and sampling Direct marketing one to one communication Public relations and publicity has higher credibility Sales force

Factors in Setting the Promotion Mix

Type of product market consumer goods rank

advertising, sales promotion, sales force, public relations in that order Push
Use of sales force and trade promotion

OR

Pull Use of advertising and consumer promotion to create demand

Factors in Setting the Promotion Mix

Buyer Readiness Stage
STAGE Awareness Interest Desire Action Promotional Tool Advertising and Publicity Advertising and Publicity Sales Promotion Sales Force, Direct Marketing

Product Lifecycle Stage

STAGE Introduction Growth Maturity Decline Promotional Tool Advertising and Public Relations/Publicity Toning down since momentum achieved Sales Promotion, Advertising and Sales Force Sales Promotion

Creating Advertisements for Rural Audiences

Understanding the mindset of potential customers Picking up local idioms, expressions and words Avoid using tricky, gimmicky or even suggestive

advertising Combine education with entertainment Short television commercials do not work in rural

Rural Media
Conventional Mass Media Television Radio Press Cinema Outdoor Non-conventional Media Haat and Mela Folk Media like folk theatre, show, magic show Video Van Mandi

Personalised Media
Direct Mailers Point of Sale Demonstration, Leaflets Word of Mouth Interpersonal Communication

Mass Media
Radio is cheapest but share of pie in rural is only 2% Involvement with advertisements is very low Television ownership 19% in rural. Community viewing

increases viewership Fastest growing but limitations due to availability of electricity and clash of value systems Cinema has universal appeal but is experiencing a downturn due to lack of facilities and the fact that it is not free Print is reasonably popular. Rural people however more interested in local news rather than national and international

Mass Media
Wall Paintings is most widespread and is the favourite of

rural masses Economical and can be customised to local language. Audience recall rates are high Lack of availability and quality of walls and painters limits their use Exclusive rights not available to companies Outsourced operation with loose controls Close monitoring is therefore essential

Mass Media Reach

Television has the highest reach by SEC, village class,

age group or gender This is followed by radio, then press, cinema and cable and satellite In bigger villages (5Kand more) press has higher reach than radio and C an S higher than cinema Reach for almost all media as we move from the teens to the older ages Reach of all media lower for females lower than that of males due to value systems in rural

Folk Media
Folk Theatre used mainly for socially relevant issues. Folk

songs and dances also used extensively Magic Shows Entertaining and raising curiosity Puppet Shows linked to religious ceremonies Interactive Games Availability of right kind of troupe and high costs are limitations of folk media Focus should not be purely on brand promotion Venues and timing of campaigns should be planned carefully The medium and the troupes should gel with the culture of the region

Video Van

Used for promotion, sampling and demonstrations Film shows are the main attraction Very high cost of operation Attract lots of children who are neither users, influencers or decision makers

Haats
Sunday markets most popular Cater to 15 to 20 villages Used more for sales promotion rather than brand

building Also used for live demonstrations Haat campaigns should plan three outings
1. 2. 3.

For awareness Sales promotion and conversion Long term business relationship with haat sellers

Melas
Start with Top 100 commercial melas and then move to

smaller melas Target melas closer to larger villages and those that last longer Melas cater to a larger audience and a place for entertainment and shopping Melas attract families whereas haats are male dominated

Personalised Media
Point of Purchase Displays low size of shops are a serious limitation; retailers prefer to push spurious/fake brands and hence do not display POP Demonstrations Direct Mailers Personalised with audience selectivity used for testing and measuring of results

Rural Media Flow

OPINION LEADERS

RURAL MASSES

The ideal media model is to influence the opinion leaders before targeting the rural consumer Press and direct marketing are most effective for this

Influence of Consumer Behaviour on Communication Strategies

State of readiness of the consumer from awareness to conviction Involvement levels which vary with the purchase of different items Stage in the product life cycle
Stage in Product Life Cycle Product Type Introduction Non-durable product Durable product Maturity Brand Launch Demonstrations and trials to Image creation and getting create knowledge and the retailer to promote the adoption product Demonstration with focus on opinion leaders to educate, create favourable attitudes and conviction Image building, demonstration of advantages and use of opinion leaders Maintenance Reminder advertisement and availability Retaining image and customer satisfaction

Communication Strategy by Situation

Launch of a new product lack of awareness of the

product itself demonstrations and use of opinion leaders. Examples Hair dye, jeans Launch of a new brand creating awareness and promoting brand shift. Efforts also need to be made for retailers to stock the brand Existing reminder advertising and sales promotion

In rural India AWARENESS is the most difficult determinant of consumption

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