Communication and Promotion in Rural Markets

Abstract

In a country, where the bulk of the population still lives in villages, no development program can make any impact unless due care is taken to carry it to the villages in a successful manner. Villagers have to be adequately informed, suitably motivated and duly facilitated, so that they not only participate but also feel involved in these programs. This calls for an effective rural communication system. An effective communication system helps in the transmission of messages with the help of media, from the communicator to the receiver, so that it is interpreted correctly. Thus, selection of an appropriate media-mix becomes a pre-requisite for an effective communication system. When the target audience comprises of rural people, the task of designing the message as well as selecting the media-mix poses challenges to the communicator.