Professional Documents
Culture Documents
Low Literacy & Varying Comprehension Abilities 40 % illiterate 20 % matriculate Kerala 95%, Bihar 52% Effective communication message simple, self-explanatory visuals, storyboards, role plays, flip charts, not text
TV Max in Goa 83%, lowest in Bihar 11% Press reach Kerala 62%, MP 4% Ragio penetration TN 40%, AP 3% Cinema AP 20%
In rural markets, how the sender encodes the massage, how he sends it to the receiver, and how receiver perceives it is crucial Environment influences the receiver Distortion might happen due to: Selective attention consumer misses the stimulus Selective distortion deliberate twisting, so consumer hears what they want to hear Selective retention consumer retains only small fraction of the message that reaches
Identifying & Profiling Target Audience Know your customer Segment (geographic, demographic, psychographic, behavioural) Dabur Gripe Water Janam Ghutti profiled rural customers at haats do not go for home remedies housewife decides product category husband decides brand HUL profiled on basis of religion & customs Lifebuoy washing hands before entering gurdwara having a bath before entering temples
Determining Communication Objectives Desired audience response purchase & satisfaction Move target audience to higher states of readiness to buy
To bring about awareness among a certain % of target audience To improve knowledge to generate interest
Interest
Conviction
Desire
Action
Dynamic
Haat Demonstrations Short Campaigns Video Shows Farmers meetings & village demonstrations Opinion Leaders Personal selling A, I A, I A, I Awareness, Interest, Questions, Doubts, Prospect Identification Awareness, Interest,TOMA, Excitement, Announcement Awareness, Interest, Excitement, Large scale impact, Doubts, Questions
I,C,D,A
I,C,D,A C,D,A A,I
Static
Handbills
Wall Paintings
Dealer signboards Audio jingles Caps, T-shirts, Bags, Calenders
A,I
A,I A,I A,I
Emotional Appeal heroism, love, achievement, humour Rural customers rational rather than emotion quality, value for money Moral appeal to do the right thing spacing between children and plants
Non-personal communication channels Carry messages without personal contact or interaction Mass media, atmosphere, events Mass media
Print media newspapers, magazines, direct mails Broadcast media radio, television Electronic media audio tape, video tape Display media Billboards, signs, posters
Atmosphere
Packaged environment
Event
Project Shakthi Shakthi Day to communicate a particular message.
Assignment
Case Study TATA Shaktee Steel Submit by Monday, April 30. Wed, May 2