2. Contents
Introduction
Media for Rural Communication
Communication Using In Non- Conventional Media
Media Effectiveness
Factors Affecting Media Effectiveness
Challenges
Communication Strategies
ICT
3. Introduction
Rural Communication has recently
emerged as a key concern for
communicators of both profit oriented
corporations exploring rural areas to
expand marketing their products, as also
by those in social service institutions
trying to reach social health related
message in rural, tribal and far flung areas
in the countryside.
7. Reach the rural
consumer
Generate interest Create product of
brand knowledge
Education and
persuade
• Wall
paintings
• Mail to
options
leader
• Puppetry
• Drama
• Message
on
objects of
interest
• Giant
cutouts
• Tableaus
• Audio
visual
vans
• Point of
purchase
channels
• Contests
• Interactive
communica
tion point
of contacts
• Stalls at
haats and
meals
• Demonstrat
ion and
sampling
COMMUNICATION USING NON-CONVETIONAL MEDIA
8. MEDIA EFFECTIVENESS
A number of factors affect media effectiveness, these include:
Audience profile
Media preferences
Channel and programmes viewed
Audience behaviour
10. CHALLANGES
• Low literacy levels
• Spread and diversity
• Unique media habits
• Low spending capacity
• Lack of research data
• Selective attention to/retention
• Linguistic and socio cultural differences
• Strong kinship ties
• Different leisure time activities
11. COMMUNICATION STRATEGIES
Use of audio video
medium
Appropriate
communication mix
Tailor made
communication
Use of publicity
vans/animals
12. Use of stalls and Haats
Appropriate scheduling
Selective communication
strategy
Focus on opinion leader
and reference's groups
Use of logos and symbols
Cont.….
13. Information and communication technology
(ICT)
ICT has a great impact in the rural
India. The cyber revolution that
already has urban India in it’s grip,
is slowly going into villages and
irrevocably changing lives. The
fishermen of Veerapattinam near
Pondichery depend earlier on
nature each time they set out in
their boats, known for sure what to
expect of the weather, the waves
and that it will throw up by way of
catch.