Evolving Optimum Media-Mix and Communication Strategies for Rural Markets

Communication Strategies for Rural Markets Rajendra K Aneja This paper focuses attention on the reach of different types of advertising media in the rural areas. The author argues that growth in rural incomes, augmented availability of consumer products, improved media coverage pose new challenges to the marketing and advertising professionals. They have to evaluate the effectiveness and efficacy of advertising media like the press, television, video, cinema and radio in these villages. They also have to determine an optimum mix of various media that they will use for different products, to appeal to the rural consumer.