STUDY ON THE IMPACT OF MARKETING COMMUNICATION MEDIA FOR REACHING OUT TO THE RURAL POOR WITH SPECIAL REFERENCE TO UTTAR PRADESH

Abstract

Marketing communication is an important tool for creating awareness about brands and newlineinfluencing the purchase decisions of the consumers. One of the important aspects of newlinemarketing communication is that it should reach the target audience to create the desired newlineimpact. The poor rural consumers are very vulnerable to fall prey to deceit and buy newlinesubstandard quality of products due to lack of awareness about brands. For targeting the poor newlinerural consumers, it is important to understand the various media that these consumers have newlineaccess to. Media here refers to the various channels or vehicles of marketing communication newlinethat are used to spread awareness about brands newlineObjective of the study newlineThis study attempted to understand the impact of marketing communication media viz. mass newlinemedia (television and print), traditional media (wall painting, hoardings and audio-visual newlinemedia) and a new media in reaching out to the poor rural consumers in Uttar Pradesh (U.P). newlineAnother endeavor of this study was to carry out a comparative analysis of the impact of the newlineabove three types of marketing communication media in reaching out to the rural poor in U.P. newline