Impact of advertising on rural India:

The Rural Market- A Big Task for the advertisers

The indian Society is a complex social system with different castes, classes, creeds and tribes. The High rate of illiteracy added to the inadequacy of mass media impedes reach almost to 80 per cent of India's population who resides in village.

Indian Advertising has yet to shed its elitist urban image and open up the vast rural market which, in per capita terms, may be poor but which in the aggregate, is an important market segment(80 per cent of the Indian population resides in village) to which advertising has not yet spread to the desired extent. besides this it has a great role to play in assisting in the eradication of poverty, for 46 % of our population lives below the poverty line communicating the availability of goods, services and opportunities and in contributing to improvements in living standards. Thus there is a big task for the advertisers to exploit this vast rural market which is still unveiled because bulk of the Indian population resides in villages.

Rural Spending:

1. Agricultural Implements a. Pumps B. Tube wells c. Tractors 2. Vehicles a. Cycles b. Two wheelers 3. Means of entertainment a. Transistors b. Two in ones

c. TV Sets 4. Home Appliances a. Gas Ovens b. Pressure Cookers c. Mixers 5. White Goods a. Refrigerators b. Coolers c. Washing machines

Landmarks in rural marketing in india:

Coke uses are to reach out to rural folks decembers 4, 2003. Coca-Cola india has embarked on a plan to cater to the rural population through its rural marketing initiative in Maharastra. As a part of this initiative, a co-branded musical activity- the ' Thumbs-up Chowfulla' was organised in several districts and villages all over maharastra.

Rural Network and LIBA to conduct course in rural marketing, November 10, 2003. The Rural network and the management development centre of LIBA(Loyola Institute of Business Administration), Chennai have couses director is R.V. Rajan, CMD, Anugrah Madison, A pormoter member of the rural network, an informal alliance of leading players in rural marketing viz., anugrah madison-chennai, MART- Delhi, Rural Relation pune and Sampark-Mumbai. HLL's New Rural Initiative to Raise Consumption July 20, 2002. Hindustan Lever Ltd. (HLL) has planned a rural marketing programmes that world result in a double digit growth in the consumption of the company's products in the rural market. HLL will adopt a three pronged marketing strategy-new price point, sizes and awareness campaigns-for its detergents and soaps segments to augment rural growth. JK Tyres kicks off aggressive rural marketing programme, june5, 2002. JK Tyre has kicked off an aggressive rural marketing programme'Sahi Chunao'(Right Choice) to bolster tractor tyre sales. Philips to Launch, May 7, 2002.

OM GUPTA- Advertising in India Philips is toi launch an integrated rural markeitn programme called, "Mahasangram" in the month of june. Philips is doing so in a bid to leverage the time tested fmcg style of distributition.