RURAL ADVERTISING IN INDIA
Villages are integral part of the Nation. Rural markets acquired greater importance in countries like India, China, etc. because of economic growth of the nations now highly depend up on the rural economy. Corporate companies are struggling a lot to get more sales/profits in urban areas i.e. almost all the companies are saturated in urban areas. “Go rural and be rural” seems to be the guiding principle of marketing. In this context, companies are diversified all their operations toward rural areas. Most of the populations with unmet needs are living in rural areas. Companies should ensure that they understood the hopes and aspirations of the rural population. They should take into consideration the low literacy levels, poor reach of the media and widespread audience and the tradition and culture of the target groups while advertising their product. This paper is developed to discuss the concept and process of rural advertising in India and successful ads.
Customers are the central point in every business. In present attracting and satisfying customer is more difficult than producing the goods. So seller has to make lot of efforts to attract and to persuade the persons to purchase his products and services. Advertising is an important means to influence the potential customers. Advertising influences customers’ attitudes and purchase behaviour. Advertisements increase brand-familiarity, develop brand-image and help the organization in increasing its market share. Advertising is used for communicating business information to the present and prospective customers. It provides information about the advertising firm, features of its products, qualities, place of availability of its products, different schemes offered, benefits of using its products etc. Advertising is important for both buyers and sellers. The simplest meaning of an advertisement is that it is a public announcement. The advertising is a paid form of non-personal communication with target audience through mass-media such as television, newspapers, magazines, telephone, internet, radio, direct-mail, outdoor displays. By looking at the challenges and the opportunities which rural markets offer to the marketers it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is called for, so they can successfully impress on the 230 million rural consumers spread over approximately six hundred thousand villages in rural India.The rural market is very large in compare to the urban market as well as it is more challenging market. The consumer wants those products which are long lasting, good, easy to use and cheaper. The income level of rural consumers is not as high as the income level of urban consumers that’s why they want low price goods. It is one of the reasons that the sell of sachet is much larger in the rural area in all segments. Rural market has an untapped potential like rain but it is different from the urban market so it requires the different marketing strategies and marketer has to meet the challenges to be successful in rural market. The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising.
Advertising agencies in the country too have taken a leap. They have...
References: ▪ Badi R. V and Badi N V (2006), “Rural marketing environment, “Himalaya Publishing House” Mumbai.
▪ 3. Krishnamoorthy, R(2008), "Introduction to rural marketing," Himalaya Publishing House, Mumbai,
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