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    Challenges in Rural Communication

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    gunashekar goutham
    Rural communication faces many challenges including low literacy, poor media reach, and a heterogeneous audience with diverse languages, cultures, and lifestyles. The limited reach of mass media in rural areas results in poor message comprehension and minimal impact. Understanding the behavioral and psychographic characteristics of rural audiences is crucial for effective rural communication strategies, but developing promotional strategies for each of India's over 600,000 villages and their varying dialects is difficult. Low literacy levels in rural areas also pose a challenge as print media has poor reach.

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    Challenges in Rural Communication

    Uploaded by

    gunashekar goutham
    307 views6 pages
    Rural communication faces many challenges including low literacy, poor media reach, and a heterogeneous audience with diverse languages, cultures, and lifestyles. The limited reach of mass media in rural areas results in poor message comprehension and minimal impact. Understanding the behavioral and psychographic characteristics of rural audiences is crucial for effective rural communication strategies, but developing promotional strategies for each of India's over 600,000 villages and their varying dialects is difficult. Low literacy levels in rural areas also pose a challenge as print media has poor reach.

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    Rural marketing

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    Challenges in Rural Communication PPT

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    Rural communication faces many challenges including low literacy, poor media reach, and a heterogeneous audience with diverse languages, cultures, and lifestyles. The limited reach of mass media in rural areas results in poor message comprehension and minimal impact. Understanding the behavioral and psychographic characteristics of rural audiences is crucial for effective rural communication strategies, but developing promotional strategies for each of India's over 600,000 villages and their varying dialects is difficult. Low literacy levels in rural areas also pose a challenge as print media has poor reach.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    307 views6 pages

    Challenges in Rural Communication

    Uploaded by

    gunashekar goutham
    Rural communication faces many challenges including low literacy, poor media reach, and a heterogeneous audience with diverse languages, cultures, and lifestyles. The limited reach of mass media in rural areas results in poor message comprehension and minimal impact. Understanding the behavioral and psychographic characteristics of rural audiences is crucial for effective rural communication strategies, but developing promotional strategies for each of India's over 600,000 villages and their varying dialects is difficult. Low literacy levels in rural areas also pose a challenge as print media has poor reach.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    Challenges in Rural

    communication
    INTRODUCTION

     There are many challenges to communication in rural like Low


    literacy level, poor media reach and exposure. A vast, heterogeneous
    and diversely spread rural audiences characterized by variations in
    language, culture and lifestyle-all these factors pose multiple
    challenges to marketers looking to take their messages to the largely
    media-dark or media-grey areas, of rural markets.
     The rural environment is different from the urban and therefore
    communication to potential customers in a proper and effective
    manner is a major challenge for corporate marketers.
    MEDIA REACH IS LIMITED
     The limited reach of the mass media has imposed limitations on
    universal communication for rural consumers. These factors has lead
    to poor message comprehension and negligible impact, which fails to
    translate into consumer awareness and hence failure in generating
    consumer pull.
    Rural Audience is difficult to understand

     What is equally crucially important to understand is the need to understand the


    behavioural and psychographic characteristics of the rural audience, in order to
    develop an effective rural communication strategy. With around 6, 38, 667
    villages, India boasts of the highest number of villages in the world, hugely
    populated by around 720 million people (72% of India lives in villages). It is a
    market which can't be ignored by the marketers. Customers in villages have
    their own sets of aspirations and are willing to pay for the right services.
    Heterogeneity and spread

    The languages and dialects vary from state to state, region to region and
    probably from district to district. Since messages have to be delivered in
    the local language, it is difficult for the marketers to design promotional
    strategies for each of these areas. Facilities such as phone, telegram and
    fax are less developed in villages adding to the communication problems
    faced by the marketers.
    Low levels of literacy

     The level of literacy is lower compared with urban areas. This again
    leads to a problem of communication in these rural areas. Print
    medium becomes ineffective and to an extent irrelevant, since its
    reach is poor.

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