Rural vs Urban Communication

BMS 2012

Reema Rijhwani

Census

DefinitionUrban – “All places that fall within the administrative

limits of municipal corporation, municipality, cantonment board, or having a population of at least 5000 or 75% male working in non agriculture sector and have population density of at least 400 per square kilometer”

Rural – Remaining India

Communication Models• Interactive Model – (please check the same for

exams & integrate with Shannon Weaver model)

• Ecological Model

Characteristics of Urban Areas

• Literate Audience• More or less homogenous • Served with multiple options – Branded and others

as well• Over crowded• Mass spread of promotions• Well connected – technology, electricity,

infrastructure etc

Characteristics of Rural Areas

• Literacy constraints• Infrastructure constraints• Less buying options • Unorganized market/products penetration higher• Resource constraints – technology, electricity, income

opportunities etc

Promotion Tools

• Urban – Outdoor & Indoor Advertisements, Digital – internet & phones, Sales & Trade promotions, Public Relations, Direct Marketing, exhibitions, etc.

• Rural - Outdoor & Indoor Advertisements – PO, wall painting, mobile demonstration vans etc, Digital – phones, Sales & Trade promotions, Exhibitions – Melas, Mandis, etc.

Communication - Urban

• Language and content appeal to target audience – as different segments and needs

• Medium appeal• Positioning and differentiation communicated – value

proposition offerings• Information rich

Communication - Rural

• Language – regional based• Content – regional, cultural, caste appeal• Benefit & cost conscious approach• Promotion driven• Visual based – colour, logo, etc (attractive to

remember) • Medium – carefully selected

Companies Initiatives - Rural

• ITC E-Choupal• Rallis Kisan Kendre• M&M Shubh Labh Stores• Godrej Aadhar• CSC (Common Service Center) – Government Of India

initiative• Exhibitions – Chaat Mela

Thank You