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The communication process model remains standard for both rural and urban markets. The
sender sends the encoded message using a selected media which receiver receives and decodes to
understand the message. This is more or less same as in urban markets. However, there are many
variables in the model in case of communication strategy in Rural Marketing. e.g. There can be
language barrier and the message doesnt get decoded the right way and gets wasted as noise.
Also due to unavailability of mature media in rural markets the message might not be hitting the
right target audience.
The rural
environment plays an important role in the way the message is understood by the consumer.
Below are prime three reasons because of which the target audience might not understand the
desired message:
1. Selective Attention The consumer may not even notice the stimuli
2. Selective Distortion The message is indirect and twisted making it difficult to
understand for the rural audience
All the above three conditions add to the noise in the communication process model and
thereby play an important role while making the communication strategy in Rural Marketing.
Traditional or Non Conventional Media Puppet Show, Folk theatre, mela, paintings, posters
etcNon
conventional mediums are considered useful creating effective communication strategy in rural
markets. Below is a general flow of message across traditional mediums in the rural market.