A PROJECT SUBMITTED TO THE
UNIVERSITY OF MUMBAI
FOR THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
In partial fulfillment of requirements of the course
UNDER THE SUPERVISION OF
DEPARTMENT OF BMS
D.G.RUPAREL COLLEGE MUMBAI-16
STATEMENT BY THE CANDIDATE
I, SHREYA SOOD, wish to state that the work embodied in this project entitled ”RURAL ADVERTISING” is carried out under the supervision of prof. Patil, Department of BMS, D.G Ruparel College,Mumbai. This work has not been submitted for any other degree of this or any other universities.
Signature of candidate
__________________ Name of candidate
_______________ _________________________ Mrs.Jidnya Patil DR. PRAKASH SALVI (SUPERVISOR) (BMS CO-ORDINATOR)
I Miss. Shreya Sood of D.G. Ruparel College of Arts, Science and Commerce the student of Bachelor of Management Studies ( SemesterV ) ( 2011-2012 ) hereby declare that I have completed the project on “Rural Advertising” in the academic year of ( 2011-2012). The information collected and submitted is true & original to the best of my knowledge.
Roll No. M-4040
Before going on with the project study, I would like to extend my sincere gratitude to a few people without whom this project just wouldn’t have been possible. First and foremost I would like to thank my Project Guide Mrs.Jidnya Patil for spending considerable time and providing very useful insights in the world of Rural Advertising.
I would also extend my warm regards to Mr. Girish Korde (Proprietor of Casper ) and to many of the rural people for shelving out some of their precious time to provide the information.
It was an amazing experience working on this project and I would once again wish to thank all the people related to it for making the task worthwhile and so much fun.
A ROADMAP TO THE REPORT
Topic Page No.
Rural consumer insight09
Why Different strategy10
Hurdles for Rural Market13
Marketing Communication challenges15
Choice of Advertising Media22
Prof. Philp Kotler 3 distinct characteristic26
Difference between Advertising and Sales Promotion27
Rural Market Environment28
Distribution of Rural Demand34
Profile of Rural Market36
Role of Advertising in Rural India39
Rural Advertising Current Scenario47
Constraint in Rural Market52
Communication in Rural India54
Selective Media Mix56
Media Research Statistics69
Disadvantage of Media71
Companies used Mass Media and Traditional Media72
Part II (Case...