COMMUNICATION MEDIA AND METHODS

• Marketing communication mix

• Advertising
• Sales promotion
• Personal selling
• Publicity and public relations
• All these tools have one common
objective i.e. communicating a
message to the consumer
 COMMUNICATION MEDIA AND METHODS

• Integrated Marketing Communication

•Companies make use of different promotion

media and methods to pass on the message
about products and services to consumers.

•Lack of clarity and consistency in the

message from different sources may lead to
confusion in the mind of the target audience.
 COMMUNICATION MEDIA AND METHODS

• Integrated marketing communication

combines various promotion media
and methods to produce clarity,
consistency of messages and
maximum impact on target audience
 COMMUNICATION MEDIA AND METHODS

• The promotion messages must

describe the product features and benefits
in terms of customer wants and desires.

• For effective communication, sender and

receiver must have a common background
of experience i.e. a common culture,
common language so that they will be
able to create messages that will be easily
understood.
 COMMUNICATION MEDIA AND METHODS

• Think Global and Act Local should be

the focus of rural communication
• There are certain features like simple
living, high personal relations, speaking
through the heart, traditional life style in
tune with nature, family values, traditional
belief, hard working nature, aspirations of
rural youth etc which have to be
considered for effective rural
communication.
 COMMUNICATION MEDIA AND METHODS

• The problem solving/need satisfaction

approach is better while transmitting the
message.
• The advertisement message should
revolve around family, affection, love,
success, welfare of the society. It should
also focus on solving the problems of the
villagers
 COMMUNICATION MEDIA AND METHODS

• With regard to message form, we have

spoken and written words, picture and
music. A picture communicates a
message very easily. Spoken word is also
an effective communication tool.
• Use of local phrases, idioms will
strengthen the message. The message
should be simple and easy to understand.
 COMMUNICATION MEDIA AND METHODS

• Music contributes to effective

communication. An audio-visual is an
effective advertising medium.

• Vim Khar Khar Challenge TV

commercial features ladies struggling to
scrub and clean utensils making a rough
noise( Khar khar in Hindi language
denotes noise) with an ordinary washing
bar and Vim bar is shown as a solution to
the problem
 COMMUNICATION MEDIA AND METHODS

Tata Motors introduced sturdy four

wheeler commercial vehicle-ACE in
semi-urban and rural market.
Road shows were conducted in
selected villages. ACE was called
“Baby Elephant” compared to Tata
Truck that represents “Mother
Elephant”
 RURAL PROMOTION

Mera Gaon, Mera Desh, Mera

Mahindra ( My Village, My Country
and My Mahindra)

Keedon Ka Maha-Kaal, Phasal Ka

Pehredaar ( Great enemy of insects
and great protector of crops)-
Sygenta Karate Insecticide.
 Communication media and
methods
• India to-day is a mix of developed and
developing markets. There is a large upper class
population having life style similar to developed
West. At the same time, there is the emerging
middle class and bottom of the pyramid where
there are lot of opportunities for creative
marketers. We have two good examples of
communication targeted at both ends of the
pyramid.
 COMMUNICATION MEDIA AND
METHODS
Example
Vodafone’s Zoo Zoos and HULs
Khushiyon Ki Dole to reach villagers.
This shows that marketers have to
understand the profile of the market
before coming out with marketing
strategies.
 COMMUNICATION MEDIA AND METHODS

• THREE FACTORS TO BE KEPT IN MIND

WHILE SELECTING THE MEDIA

• The market to be reached

• The pros and cons of a particular
medium
• The most appropriate media to reach
the particular market
 COMMUNICATION MEDIA AND METHODS

• The promotion media and methods

could be broadly classified into
formal and informal/rural specific
media. The effectiveness of
different media and methods depend
upon the products, profile of the
consumer and market environment.
 COMMUNICATION MEDIA AND METHODS

• Studies conducted have shown that

mass media such as TV, Radio,
printed materials are very useful in
creating awareness and interest
where as product demonstrations,
farm to farm visit and opinion
leaders would stimulate action
among consumers.
 COMMUNICATION MEDIA AND METHODS
• FORMAL MEDIA
• News papers and magazines
• Television
• Radio
• Cinema
• Outdoor advertisement ( Hoarding, Wall
painting)
• POP materials
• Direct mail advertising
• Literature/posters
 RURAL PROMOTION
Table 10.1: Media Reach in Rural Households
All India Press (%) TV(%) Satellite(%) Radio(%) Cinema(%) Internet(%)
All India 38 57 40 20 9 2

Urban 57 82 69 23 16 6

Rural 14 47 31 18 6 1

Source: Indian Readership Survey (2010)

 COMMUNICATION MEDIA AND METHODS

• TV reach is high in Kerala (63%),

TN(54%),Karnataka(51%), AP (41%) and
low in Rajasthan(14%),Bihar (17%),
Assam(26%)

• A variety of national and regional products

are advertised in local television channel
• Examples: Lifebuoy, Lux, Chik, Medimix,
Bingo, Butter fly applances,Tractor,
Fertilisers, Challenge etc
 COMMUNICATION MEDIA AND METHODS

• English news papers: Poor

media for promoting products and
services
• Regional news papers and
magazines are to be preferred
• Radio advt to be released before or
immediately after news (Example:
Aya Naya Ujala, Char Boondan wala)
 COMMUNICATION MEDIA AND METHODS

• Cinema reach high in Southern

states (40%) low in Rajasthan(5%),
HP(3%),Gujarath(5%)
• Advertisement films/slides could be
screened
• Examples:Vicks, Amrutanjan,
Parachute, Lifebuoy,
SPIC/Coramandel fertilisers,
Mahindra tractors etc
 COMMUNICATION MEDIA AND METHODS

• Wall painting is very popular in rural

areas
• Examples: Birla plus, Hero honda, Jaikisan
urea, TAFE tractors, Suguna pumpsets,
Bru coffee, Khaitan fans etc
• Direct mail advertising
• Examples: Agricultural inputs, Tractor,
Two wheelers, Insurance etc
Wall Painting
 Well tiles

Well Tiles
Branding on water tanks
“A Bus Shelter Painting”
 COMMUNICATION MEDIA AND METHODS

• RURAL SPECIFIC MEDIA AND METHODS

• Farm to farm/House to house visit
• Examples: Bank deposits, Agri inputs,
Tractors, Insurance, Two wheelers
• Opinion leaders
• Group meeting of consumers
• Examples: Conducted by bankers,
Insurance companies, MRF (tyres), inputs,
TTK prestige
“A Farm House”
“A Group Meeting of Rural Consumers”
 RURAL PROMOTION

On line and Mobile Advertising:

On line advertising market was
estimated at Rs 1000 crores in 2010 .
Due to low internet penetration, there
is some reluctance by companies to
spend on online medium. However in
the coming years the market is
expected to grow. It can be
customised to target rural audience.
 RURAL PROMOTION
• Similarly Indian Mobile advertising
market is estimated at Rs 400
crores in 2010. Companies like Nokia
have already entered the market by
providing information on weather
conditions, output prices etc. to the
farmers.
 COMMUNICATION MEDIA AND METHODS

• AVP Vans
• Mela vans (Nippo batteries), Colgate, ITC
e-choupal promotion, HUL
• Rural entertainment programmes
• Example: Dasavathar, Tamasha,
Navthangi etc
• Lavnis(Coke promotion), Magic
shows(Kadak Chap)
“An AVP Van”
“A Horse Dances at Pushkar Fair”
 RURAL PROMOTION

Tom-tom is the traditional way of spreading

formation through a communicator or
messenger.

It involves beating the Tom- tom at village

meeting points and making announcements
about collection of land revenue, visit of
Government officials, public tender etc.
Messages about birth and marriages are
also conveyed through Tom-tom.
 COMMUNICATION MEDIA AND
METHODS
• Melas
• Trade fairs, religious fairs and cattle fairs
• Examples: Coke, Pepsi, Lifebuoy, Asian
paints(Pola fair), Dettol (kumbh mela)
• Haats
• Examples: Parachute, Nirma, Tiger brand
biscuits
• Product display contest
• Examples: Asian paints, Colgate,
Syngenta
“Baisakhi: The Harvest Festival in Punjab”
 RURAL PROMOTION
The month long Sonepur Mela (Bihar),
Asia’s largest cattle fair is held in the
month of November and goats, horses,
dogs, ponies, rabbits and even elephants
are sold during the fair. The Mela has its
origin in ancient times when Emperor
Chandragupta Maurya used to buy horses
and elephants from across Ganges.
P
 COMMUNICATION MEDIA AND METHODS
• Product demonstration is based on the
principle “Seeing is believing”
• Examples: Hawkin pressure cooker, Paints
Tractors, Fertilisers and pesticides
• Field day
• Examples: Agri inputs
• Information centres
• Examples; Hero Honda, Fertiliser
companies, Bank of Maharashtra- mobile
vans with touch screen computers Life
style marketing
 COMMUNICATION MEDIA AND METHODS

• MRF, manufactures of tyres, focused on

educating the farmers about the
advantage of using Nylon tyres for bullock
carts.
• They conducted what is known Nylon Cord
breaking Contest with Pahalwans.
• The bullock cart tyres became the brand
leader in this segment within three years
of the launch of the campaign.
 COMMUNICATION MEDIA AND METHODS

• Life style marketing

• Examples: Participating in rural sports and
festivals, Village adoption, Yield contest,
educational scholarship
• Mineral water companies supplying
drinking water during summer festivals
• Glucon D samples during Kabaddi
• Input companies screening films in
villages during festivals
• Hero Honda stall near sugarcane factory
during harvesting season
 RURAL PROMOTION
Allahabad Kumbh Mela (2013)
Known as the biggest spiritual carnival on
earth, Allahadbad Maha Kumbh Mela attracts
ten crore devotees. Many marketers have come
out with out of the box ideas to connect with
pilgrims and praying for a space in pilgrims’
mind space.
 RURAL POPULATION
• Kolkata based Emami launched a talent hunt
programme for women at the Kumbh for
Boroplus antiseptic cream. The talent hunt called
Meleka Big Star has three rounds-general
knowledge, singing or dancing and a task such as
how many vegetables a contestant can chop in
one minute. There were daily winners and overall
winner chosen from the nearly two month
campaign and the same was telecast live on CBS
Channels. The company has also hired stilt
walkers in and around Mela venue to attract
consumers.
 RURAL PROMOTION
Coca-Cola sold its flagship Cola in
150 ml cups ( Rs five per cup)
through 15 exclusive outlets
supported by 140 coolers. Amul
ice cream proved to be one of the
best sellers at the Mela in spite of
harsher winter.
• Dabur tied up with several
restaurants s at the Mela venue
to serve Hajimoola digestive
candy free. It has also gave free
sample of mosquito repellent
Odomos at the Mela.
 RURAL PROMOTION
The leading telecom brand
Vodafone embedded devotional
music into the earmuffs and got
them branded with Vodafone logo
and message that instructed
people to dial 123 to listen to
devotional songs.
 RURAL PROMOTION
HUL came out with a novel method to
remind people to wash their hands before
having food- a Roti Reminder. The Roti is a
staple item served with every meal and the
only way to eat it is-with your hands.
Lifebuoy created a special heat stamp; with
the message” Did you wash your hands
with Lifebuoy?
“ROTI Reminder”
 RURAL PROMOTION
• It hired over 100 promoters to stand
in eateries spread across Mela and
stamp the Rotis with the message.
More than 25 lakhs Rotis were heat
stamped with this message. The
product was also placed nearby the
eating spaces so that people can get
into the habit of washing their hands.
It did create ample buzz on ground
and across the nation.