INTRODUCTION TO ADVERTISING IN

RURAL MARKET………………………
PARTICIPATING GROUP MEMBERS…
 ARUN DASSI-13
 AKSHAY SHELAR-
 ABIJEET DIWATE-14
 PRAFUL UBEROI-
 SAMAD SHEIK-
 HEMANT GANDHI-
 SAIDA MOGUL-
 IRSHAD TIGALA-
 ASIF VALSANGKAR-
 DURGESH SAWANT-
 SAIDA MOGUL-
2
WHY SHOULD WE DO THIS ACTIVITY?

 Agriculture’s share in GDP is going down, but, India still lives in

her villages
 Urban markets are crowded and saturated
 The understanding of “rural” is diffused and sometimes confusing
 Is “rural marketing” different from “urban marketing” ?
DEFINING RURAL INDIA
Organisation Definition Limitations
NSSO  rural not defined
( Census)  Population density < 400 / Sq Km
 75 percent of the male working
population is engaged in agriculture
No Municipal corporation / board

Planning  Towns upto 15,000 population are Town

Commission considered rural characteristics not
defined
CONT’D
LG Electronics All places other than the Only clarifies what are
7 metros the cities

NABARD All locations with a Village & town

population upto 10, 000 characteristics not
considered “ rural” defined

Sahara Commercial Population

establishments located characteristics unknown
in areas servicing less
than 1000 population
DEFINING RURAL MARKETING
National Commission on NGOs Corporate Rural
Agriculture Marketing Definition
Decisions to produce Marketing products Function that manages
saleable farm produced in rural areas all activities involved in
commodities involving to urban areas assessing, stimulating
all the aspects of the and converting the
market system or Marketing products purchasing power of
structure, both produced in rural areas rural consumers into
functional and in rural markets effective demand for
institutional, based on specific products and
technical & economic services to create
considerations and satisfaction & a better
includes the pre & post standard of living for
harvest operations. achieving organisational
goals.
RURAL MARKETING
 Definition-
Rural marketing is the process of developing,
pricing, promoting, distributing, rural-specific goods &
services, leading to exchanges between rural and urban
market, which satisfy consumer demand & also achieves
organizational objective.
RURAL MARKET IS WHERE THIS PHENOMENON
TAKES PLACE……………….
 REASONS FOR GOING RURAL
 Size of the market
 Largely Untapped
 too crowded Urban Market
 Income on the
 rise/disposable income
 Income from other than
 Agriculture
 Income flow from urban/abroad
 Better exposure – media
 Literacy levels on the rise
 PROBLEMS IN RURAL MARKETING
 Low per capita income
 Low disposable income

 Inadequate fixed income (daily wages)

 Majority – depends on Agricultural Income

-Acute dependence on monsoon

-Consumption linked to harvest
 Infrastructure problems e.g. Roads, power

 Low awareness

 Communication- difficult & expensive

 Too many languages

 Geographic Spread
ADVERTISING
Advertising is a form of communication intended
to persuade an audience (viewers, readers or listeners) to
purchase or take some action upon products, ideas, or services.
It includes the name of a product or service and how that
product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand.
These messages are usually paid for by sponsors and viewed
via various media. Advertising can also serve to communicate
an idea to a large number of people in an attempt to convince
them to take a certain action
HISTORY OF INDIAN ADVERTISING
PRE INDEPENDENCE
 Press advertisements – largely imported goods
which had reached Indian shores
SCOPE OF RURAL MARKET…

 Keenly debated topic

 Definitions based on organisational/ institutional vision, mission
& goals
 Need for a comprehensive and modular understanding
 Rural Marketing is a “ work in progress”
 Multi – disciplinary approach is necessary for sharper
understanding
1930’S
 The talkies and radio emerge as media
 Colour movies
1940’S
 2nd World War
 Famine
 Fight for Independence
1940’S
 2nd World War
 Famine
 Fight for Independence
1950’S
 Watershed years for Indian advertising
 Industrial revolution in the Nehruvian era
 1st survey of the rural market (Wood)
 Burmah Shell vans used for advertising
 Cinema advertising began
 Kolkata gets the privilege of India’s first ad club
 Leading ad agency - Press Syndicate
 National created the Murphy baby
1960’S
 India’s first Advertising Convention (1960)
 Advertising to to be Indian in thought and
content
 Shift to marketing orientation
 Professionalisation within agencies
 1st Asian Advertising Congress at New
Delhi
 Research data generated
CONT’D
 MRI (Market Rating Indices)
 Shop Audits
 NRS I and II
 Creativity was emphasised
 Photography find increasing use
 Social marketing
1970’S
 Media boom
 Special magazines
 2nd Asian Advertising Congress at New Delhi
 Lifestyle studies, positioning
 Rural marketing
1980’S
 Indianisation of western advertising
 Public sector advertising
 Expansion and diversification of agencies
 Aug 15th 1982 – Colour TV introduced
 Radio commercials introduced
 NRS III by IMRB
 Colour Printing more popular
CONT’D
 Regional broadcasts, expansion of radio
 Formation of Indian chapter of International
Advertising Association
 Formation of ASCI
 Adoption of a new code
 Concept of sponsored programmes on TV
1990’S
 NRS IV ( 2 surveys – ORG and IMRB-MARG)
 Niche magazines
 Emphasis on Direct marketing
 Satellite TV
 CNN – 1st channel to be beamed to India
 Star bouquet
 Zee bouquet
 DD Metro to counter satellite channels
CONT’D
 DD Audience surveys
 Movie channels and pay channels
 FM Radio
 Emphasis on Brand Equity
 Internationalisation of Advertising
 NRS V
 IRS survey
 Consumer Tracking and Satisfaction studies
2000
 NRS VI
 CAS
 Internationalisation of domestic agencies
 Net Advertising
 The role of the advertising agency – changing to
that of a marketing consultant
RURAL ADVERTISING
 Definition –
Communication intended to persuade an audience of
rural area (viewers, readers or listeners) to purchase or take
some action upon products, ideas, or services. It includes the
name of a product or service and how that product or service
could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand.
FACTORS AFFECTING RURAL
ADVERTISING
 Literacy level
 Media Habits
 Traditional approach
 High resistance
 Purchasing power also depending on weather- the crops
 Inequitable distribution of wealth
 Too many languages
 Culture
 RURAL MEDIA

Traditional Media
Mass Media (Conventional)
(Non Conventional)
Mass Media (Conventional)

 T.V /Cable network

 Satellite Channels
 Radio
 Print
 Cinema/Theatre
 Word of Mouth
 Video on Wheels
CONT ….
 Advantages
 Excellent Reach
 Less expensive ,wider
 Coverage

 Disadvantages
 At times unnecessary
 coverage
 No customized messages
TRADITIONAL MEDIA(NON CONVENTIONAL)

 Puppet Shows
 Folk Theatre/Opera
 Demonstration
 Haats and Mela
 Wall painting
 Post card and posters
 Booklets/Calendar
CONT …
 Advantages
 High involvement
 High Interest
 Localized administered at low
 Cost

 Disadvantages
 Coverage
 Repeat /Re enforcement
 Skill of performer
WALL PAINTING
MOBILE VAN – AN EFFECTIVE
WAY OF ADVERTISEMENT.
CLOSE OF THE TOPIC PRESENTED…..

Thank You
HOPE U ENJOYED……..