Rural marketing strategies in India focus on the 4As framework—Availability, Affordability, Acceptability, and Awareness—to address challenges like low literacy, scattered populations, and limited infrastructure while tapping into a market where per capita spending rose 9.2% in 2026. These approaches are vital for FMCG, agriculture, and services, aligning with rural consumer behaviors like value-seeking and seasonal buying.
1. Product Adaptation
Strategy: Modify products to suit rural needs, preferences, and income levels.
Example: Hindustan Unilever (HUL) launched shampoo in ₹1 sachets, making it affordable and accessible for rural consumers who could not buy large bottles.
2. Pricing Strategies
Strategy: Implement low or value-based pricing to match the lower purchasing power of rural consumers.
Strategy: Develop last-mile distribution networks to ensure product availability in remote areas.
Example: ITC e-Choupal uses internet kiosks in villages to connect farmers directly with suppliers, streamlining distribution and information flow.
Project Shakti (HUL): Empowers rural women as direct-to-home sales agents, expanding reach and creating employment.
4. Communication and Promotion
Strategy: Use local languages, folk media, and culturally relevant messages for effective communication.
Example: Lifebuoy Soap (HUL) uses street plays (nukkad nataks), puppet shows, and wall paintings to promote hand hygiene in villages.
5. Leveraging Rural Haats and Melas
Strategy: Participate in weekly markets and village fairs to showcase and demonstrate products.
Example: Britannia Industries sets up stalls at melas (fairs) to offer product samples and attract new rural customers.
6. Partnership with Local Influencers
Strategy: Collaborate with teachers, panchayat leaders, and self-help groups to build trust and influence.
Example: Tata Swach Water Purifier partners with local NGOs and panchayats for demonstrations and awareness campaigns.
7. After-Sales Service and Support
Strategy: Offer reliable after-sales service to build trust and encourage adoption of durable goods.
Example: Mahindra Tractors provides on-site servicing and regular follow-ups, ensuring customer loyalty and word-of-mouth promotion.
8. Agricultural Extension Activities
Strategy: Organize educational workshops and “Krishi Melas” (agri-fairs) to introduce new products and technologies.
Example: Monsanto conducts farmer field schools to educate rural farmers about new seeds and farming techniques.
Conclusion:
Successful rural marketing strategies are those that adapt to local needs, build trust, ensure accessibility, and communicate effectively using both traditional and modern means. Brands that understand and address rural realities can build strong, lasting market positions.
Selecting the right media mix means choosing a combination of communication channels that best reach and influence rural audiences. The choice depends on factors like literacy levels, media penetration, product type, and campaign objectives.
1. Radio
Advantages: High penetration, low cost, local language, and ideal for areas with low literacy.
Example:
Case Study: All India Radio’s “Krishi Darshan”—A government program that broadcasts agricultural advice, weather updates, and product information to farmers across rural India.
Brand Example: Fertilizer companies sponsoring farming tips and product ads on local radio stations.
2. Television
Advantages: Visual and audio impact, mass reach, and can demonstrate product use.
Example:
Case Study: Hindustan Unilever’s “Kyunki Saas Bhi Kabhi Bahu Thi”—HUL placed product ads and social messages in popular rural TV serials to reach women homemakers.
Brand Example: FMCG brands advertising during rural-centric shows on Doordarshan’s DD Kisan or DD National.
3. Print Media
Advantages: Targeted reach through regional newspapers and magazines; effective for literate populations.
Example:
Case Study: Godrej Agrovet regularly publishes agricultural tips and new product launches in local vernacular newspapers.
Brand Example: Seed and fertilizer companies use leaflets and pamphlets distributed at mandis and village gatherings.
4. Cinema Halls
Advantages: Gatherings at rural movie theaters allow for community viewing of advertisements and short films.
Example:
Case Study: Coca-Cola aired short, localized commercials before films in rural cinema halls, increasing brand recall.
Brand Example: Tractor and auto companies show demo videos at village cinemas before or during intervals.
5. Outdoor Media
Advantages: High visibility through hoardings, wall paintings, bus shelters, and banners in strategic rural locations.
Example:
Case Study: Vim Bar and Wheel Detergent (HUL) use wall paintings and outdoor banners at village entry points and markets.
Brand Example: Mobile phone companies place branded kiosks and signage at bus stands and haat markets.
6. Point of Purchase (POP) Displays
Advantages: Directly influence purchase decisions at retail outlets using product displays, posters, and shelf talkers.
Example:
Case Study: Colgate uses POP displays in rural kirana stores, featuring educational material about oral hygiene.
Brand Example: Sachet holders and branded shelves for shampoo and detergent in rural shops.
7. Music Records & Audio Cassettes
Advantages: Folk songs and jingles in local dialects played at village events or through mobile vans.
Example:
Case Study: ICICI Prudential created folk songs about insurance, distributed as free cassettes at haats and fairs.
Brand Example: The health ministry releases health-awareness songs on CDs for play at rural events.
8. Study Classes
Advantages: Educational sessions organized in villages to teach skills, often sponsored by brands or NGOs.
Example:
Case Study: Tata Swach conducted water purification workshops in rural schools, demonstrating product use.
Brand Example: Agricultural companies organize “Krishi Pathshalas” (study classes) to educate farmers on new products and farming methods.
A marketing plan is a tactical roadmap that companies use to complete, establish, shape, and track their marketing strategy in a particular time. It includes distinct marketing strategies for the several marketing players throughout the company, but all of them work in the direction of the same business goals.
The sole purpose of the marketing plan of the client is to develop the plans and approaches in an organized pattern. This will help to keep the marketing plan on track and help to measure the success of the company campaigns. However, depending on the client’s plan, it may change from company to company. In simple language, a marketing plan describes how a business will achieve particular goals, objectives, and their mission.
A marketing plan covers several marketing strategies. It is the structure from which all of the clients’ marketing approaches are shaped and helps clients to unite each strategy back to more marketing business goals and operations.
A. THE MARKETING BRIEF
The first step in any successful project is drawing up a brief plan with a clear objective. That’s why clients and marketers love creative briefs. Start with outlining a specific goal or the problem the client wants to solve by hiring the advertising agency. State it explicitly to prevent any misunderstandings.
By presenting it at the beginning of the brief, it allows the client to understand what they must do right away and helps them focus on finding a solution. Agencies must also provide detailed background information about the company, services, and products.
Whether an agency is producing a brand identity, public relations content, and brand campaigning, or anything else in between, and whether agencies are working alongside another stakeholder or staff is outsourced, taking the time to establish a marketing brief will result in a better-managed project and a better end result for the client. The idea of a marketing brief sounds simple, but it can be hard to wrap a bunch of details in a few points. The following points will guide and explain what information must be included in the marketing briefing.
1. Goals and objectives
In this first step, you need to outline exactly what you want to achieve with the campaign or project. In other words, increase awareness, trying to gain more attraction to highlight any potential risks associated with the project.
2. Brand background
The brand and its background are meant to set the tone of the marketing brief. It allows and helps the team and client that you understand their mission and project motivations. Set the scene with one or two sentences that give background on the brand and what led to the development of the project.
3. Target audience
In every marketing brief outline, find a section with the target market and information about the audience. This is one of the most important sections because it will explain exactly who you are trying to reach. Here, in this stage, try to be more specific or try to be better for your client or audience. It includes few important questions like
Who is your customer?
What are they interested in?
What age/culture/sex/income group are they?
What are they interested in?
4. Communication strategy
The communication strategy basically explains how you are going to get the client’s message to their customers. It could be any medium: print media, broadcast media, internet media, or social media marketing campaigns. This will all depend on the type of work your agency does.
5. Deliverable
In this stage, list out what finished products are expected to be included in the campaign. This may include logos, design, advertisements, landing pages, social media viral posts, and others.
6. Competition positioning
It deals with the competition and what they are doing. Identify the main competitors. How does a client project take advantage of the company’s strengths in the marketplace?
7. Project timeline
No matter how big the project is, you need to outline the timeframe for work expected. Here, agencies need to break down every step as much as possible. Set the target for when the campaign will launch and end.
8. Set the budget
Remember to outline the budget for the campaign. Start the project with a range and then map out expenses once the full execution plan is decided on.
9. Measurability
How are you going to measure the effectiveness of the campaign or expenses? Here, the agency needs to evaluate and measure the advertising campaign or budget for their client.
B. MARKETING AUDIT
A marketing audit is a plan precisely considered to help to adapt marketing efforts in the direction of what the target audience needs and wants. It is a designed survey of an organization’s marketing effort. It looks at the way marketing is well planned and managed. It asks what has been done and what else should be done. In simple words we can say, “What has worked?” And what has failed?
A marketing audit is an organized inspection of each part of the firm’s current marketing action and successes. It helps to regulate how well and cost-effectively each element helps the firm to come across its overall goals and objectives. It objectively analyzes the marketing functions of a business by looking in particular at the below points.
Efficiency: It mainly helps to analyze how the marketing team is structured and their activities.
Effectiveness: It is measured by the results of marketing activity and by looking at how the budget has been spent in relation to the original objectives.
Quality: In this analysis, the quality of each work and activity is reviewed by calculating it against external opinions or estimations from clients and other stakeholders.
Importance features of marketing audit
It gives access to managers to be directly involved in making the marketing judgments.
It is logical and organized in case of an unstructured and random investigation.
It was carried out timely and periodically.
It is wide-ranging and broad in focus, wrapping the entire marketing environment of the enterprise.
What are the key elements that may be covered in a marketing audit?
The SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
Competitor landscape analysis
Customer and prospect research
Overview of external market factors covering the PESTLE analysis (Political, Economic, Social, Technological, Legal and Environmental)
Review of current internal marketing activities assessing their impact and results in the past.
C. MARKETING OBJECTIVES
Introduction
Marketing is all about goals and objectives. Without them, organizations have no way of knowing whether or not their work is valuable and meaningful. It is a set out of what a business wants to achieve from its marketing activities. They need to be consistent with the overall aims and objectives of the business.
Marketing objectives are the approaches set to manage the overall development of the organizations. When it comes to a particular product, a company’s marketing objectives may include increasing product awareness, reducing consumer resistance, and providing information. They also provide an important focus for the marketing team. Provided the marketing objectives are relevant and achievable, there are some important business benefits from setting them and monitoring progress against them. It may include:
Set significances for marketing resources and effort.
Certify well-designed, consistent activities with corporate objectives.
Make available incentives for the marketing team and measuring of success or failures.
Provide a focus for marketing effort and decision-making.
Types of marketing objectives
Profitability objective: A profitability objective is a marketing objective that controls the amount of probable income based on the promotional objectives.
Construct demand: It works for creating the demand for services and products among the customers.
Ensure effectiveness: It controls the amount of estimated revenue grounded on the marketing success and strategies.
Customer happiness: The main purpose of a company is to satisfy the needs, wants, and desires of customers.
Construct time and place utility: It makes sure that the product or service is available to the consumer whenever and wherever they need it.
Increase sales volume: It is a demanding progression of increasing the sale of a product or service to create revenue.
Increase product quality: Marketing pledges customer reviews and feedback to implement them for product development.
Creating organizational goodwill: It describes the product and the company’s positive image in front of the customers.
D. MARKETING PROBLEMS AND OPPORTUNITIES REVIEWS
Introduction
Every marketing strategy is unique, just like every business is unique and has different strategies. With a wider remit than ever before, marketers today face a range of challenges. Nowadays, marketing jobs have more responsibility than ever, which helps marketers to direct a business towards growth in the face of uncertain times. Whatever the situation is, there’s always at least one area that businesses can stand where they improve and grow consistently.
1. Insufficient budget and time
Problem: Insufficient resources mean businesses face common issues like less budget and time to complete the marketing processes.
Opportunity: Here, businesses may try to promote their products and services in local marketing with a smaller budget. Even they can also hire agencies that make it possible on a small budget.
2. Failed to explain the product or service
Problem: A producer may be good at a particular product or service, but it doesn’t mean you are the right person to sell it.
Opportunity: Here, the producer needs an experienced and efficient staff to explain and sell the product or service to the consumer. Experienced staff helps to increase the opportunity of selling products and services in larger volumes.
3. New marketing trends
Problem: As new trends appear on the market, it can be difficult for marketing personnel to keep track of the changes and implement them in their own strategies.
Opportunities: Embracing and accepting new changes would be to their benefit. For example, in modern marketing, social media and internet media carry huge traffic. If a marketer uses these new trends, it helps to reach more of the target audience at the least cost and in the least time.
4. Pricing problem
Problem: The price of the product is crucial to the success of the company and should be supposed as right by consumers. There are number of factors involved in setting price for final product, like competitor product price, profit margin, cost of production, promotional expenses, etc.
Opportunities: The marketers may use different pricing methods to set the price of the product. For example, a well-known brand using a skimming pricing strategy to take all the cream in a short period. In the case of a new brand, they use a penetration strategy to enter into a competitive market.
E. STP (Segmentation, Targeting, Positioning)
Introduction
The STP model is a central concept in marketing that is absolutely key to servicing a market successfully. Discovering customers and targeting them is the concept that stands behind the STP modelling. The acronym stands for the following key part of the concept.
1. Segmentation
Common segmentation variables include
Demographic: Age gender, ethnicity, marital status, etc.
Values: Religion, politics, cultural beliefs, etc.
Geography: Country, state, region, climate, etc.
Psychographics: Habits, attitude, lifestyle, customer loyalty, etc.
Behaviours: Likes, dislikes, interests, tastes, etc.
Life stages: Educational status, work status, old stage, etc.
2. Targeting
Targeting refers to defining which, if any, of the segments discovered should be targeted and made the focus of an all-inclusive marketing program. According to Philip Kotler (1984), for market segmentation to be effective, all segments must be:
Accessible: Buyers must be able to reach through appropriate promotional activities and distribution channels.
Measurable: The segment must be easy to identify and measure
Profitable: Each segment must clearly differ from the other segments, which makes different marketing mixes necessary.
Distinct: Each segment must clearly differ from other segments, which makes different marketing mixes necessary.
3. Positioning
The last part of the STP model is positioning, which means to ensure that a brand occupies the right spot in the mind of target consumers. It mainly places the product in the right place, and positioning in marketing means where your products stand in the market. There are three standard ways you can position your product to achieve a competitive advantage.
Experiential positioning: It refers to focusing on those elements of your product or brand that connect emotionally with your customers.
Symbolic positioning: It refers to enhancing the self-image, ego, and belongingness needs of customers. For example, luxury cars, watches, etc., are themselves using symbolic positioning.
Functional positioning: It refers to solving a problem or providing a benefit to customers.
F. EXECUTING THE PLAN
Execution is an easy concept to talk about, but it’s a hard one to apply. The major problem is how to measure and manage a concept. The execution phase is the longest in duration because there are three major steps, as follows:
Sharpen the focus: Focuses deliver the precision to make decisions that support the most significant goals. It results in a noticeably defined pathway to success.
Build competency: Competency incorporates all the necessary skills, processes, systems, and other tools to achieve the client’s goals. It is a talent to promise, obligate, measure, and hit the targets.
Ignite passion: Passion produces a sense of connectedness. It shapes an association between teammates, a connection to our human need for meaningful work, and a connection to each individual’s sense of contribution and value.
G. EVALUATING THE PLAN
Evaluating marketing performance guides future marketing creativities and supports businesses to achieve their aim.
Set goals: When launching a campaign, marketers need to set clear goals for the marketing campaign. It is like a compass that guides the marketer throughout their campaign and helps to measure performance.
Branding: Does your brand image reflect or redefine itself? It is important to bring together the what, who, and why of the campaign and other things under the brand because the brand is the face of the companies’ businesses and manufacturing products.
Market research: Market research tends to always be ignored, but it is one of the most significant factors in re-evaluating marketing campaign research.
Look at the numbers: it means return on investment. In times of evaluating a marketing campaign or strategy, every business wants to look at the end factor—what they gain in numbers. Here, the numbers may include profit amount, sales unit, reaching of consumers, etc.
Marketing progress: Observing marketing progress in the direction of its annual ends.
If an individual or start-up want to build his/her own advertising agency, need a small financial support, powerful business idea, a bit of push and passion. Starting own advertising agency can be a very rewarding and profitable start-up choice. Managing, operating, and controlling our own advertising agency required lots of effort and dedication to set the ground. However, at the same time, to form an advertising agency also required huge research and preparation to avoid future consequences or uncertainties.
Today’s world markets are highly competitive and saturated; here businesses need effective and creative advertising campaigns to help attract customers. In this highly competitive market, advertising agencies are specializing in creating and planning all types of these plans. Let’s start an advertising agency by following steps.
1. Plan your agency business
A clear plan is essential for success, or you need to define definite goals as an entrepreneur. First, you need to consider whether the founder is looking for a full-time foundation or just a spare time from home. If you are looking for or want to be the next big agency in the near future, then you need to set the office in a prime location where businesses function easily.
The business plan and goals will determine how you run your business or agencies, what type of specialized staff you want, who your target market is, and how much budget it requires to start the advertising agency. For example, what type of agency are you looking for, like a full-time agency, specialized agency, creative agency, etc.? There are certain stages required to set up a new agency, which are given below.
2. Process Design and Documentation
This involves getting people on board to document best practices. It includes identifying the key people involved in an agency process. To have the best industry practices, you should check with other similar agencies.
Process design aims to establish what the process produces and inputs and parameters that target success. It indicates how the agency gets the work done and the support to come from people and the technology. So facilitation is important to bring people who matter together. It essentially shows that it won’t be one person’s viewpoint but the whole team’s.
B. VARIOUS STAGES IN SETTING UP A NEW AGENCY
3. Creating and holding necessary funds
There’s no magical number that put to all businesses. The cost to form an agency is varying from agency to agency, so business may need more or less finance depending on the circumstances.
The start-up costs of starting an agency are minimal. Ideally, agencies should have an office for meeting clients, a production house for working, the latest computers for daily work, and expenses included for other works. Few start-ups are well equipped with all necessary funds and backing, in this situation they are more capable to face any situation.
However, if start-ups that are operating with a tight budget can rent an office as per the requirement, outsourcing some business works with the help of other agencies, hiring employees on low wages, or sometimes appointing interns for a limited term and preferring public places to meet with clients.
4. Identify the target audience
Before you start pitching yourself to potential clients, sit down and think about who your ideal client for businesses. In the case of the advertising agencies ideal client most often are corporates for their upcoming and existing product, non-profit organizations for effective social content creation.
Advertising is a dynamic industry, so agencies need to keep all information on the newest trends in the market, buying patterns of consumers, competitors’ strategies and promotional methods, etc. All this information helps advertisers to create a unique plan to make their client successful in the current trend.
The advertising agency played an important role for an industry as a retainer. A retainer means an arrangement where a client pays an agency a consistent amount regularly on the basis of weekly or monthly periods, or it depends on the number of hours each period to work on the client’s promotional activities and regular campaigns.
5. Creating an industry-based knowledge
Industry-based knowledge is a major key factor between the company and advertising agency. Getting ahead of the competition is crucial to advertising agencies here to deliver the best service providers that can get you to where you want to go. The ad agency helps to connect businesses with experienced professionals and introduce them to proven software solutions. The agency performs an extensive analysis and review based on custom-tailored evaluation methodologies uniquely devised for each service or software type.
Advertising agencies understand the key performance indicators of the company. Here we can say that the agency knows the current trends of the market and understands the needs of consumers, which helps to achieve the industry’s goals and objectives through specialized advertisements.
6. Build effective interaction/communication with industries, media and consumers
The quality and commitment of the people working with business will determine the quality of advice, level of service and expertise provided by advertising agency. The roles of communication procedures in advertising agencies are creative processes with industry, media channels, and consumers. At the interaction level, agencies have a passion and commitment for building strong, healthy, vibrant brands, specifically in existing brands. Most prominently, my agency is to create and support an existing brand with effective communication with all working elements.
7. Transparency and dependability with clients
“Transparency” must be one of the most-used words in the advertising industry. There is a tremendous benefit to building trust in a brand, but it takes time and specific strategies. Be accessible to customers and allow them to interact with you. Advertising is an industry that spends over a billion dollars yearly, so make sure the money counts. So here the agency should be honest and transparent about all costs and estimations.
8. Media networking
Media buying is taking a commercial, or newspaper ad, or other sales message and getting it viewed by the future audience. Media buyers negotiate and purchase audience-targeted time and advertising space to convey a marketing message.
A media buy is the purchase of advertising from a media company such as a television station, newspaper, magazine, blog, or website. It also entails the negotiation for price and placement of ads, as well as research into the best new venues for ad placement.
There are three integral aspects of the media buying process:
a. Networking
Media buyers must be able to grow and cultivate relationships with important channel owners. Airtime is not unlimited and in order to get the optimal spaces, it is important to know the right people.
b. Investigation
Find the latest, greatest, and most appropriate locations for distribution. Keeping up on the media trends is an important task when it comes to media buying. The development of the communications business must be understood; purchasers must be on top of new platforms and their target markets and be able to translate that into beneficial client recommendations.
c. Negotiation
Media buyers should not only be able to negotiate fair prices for the media slots. But also find deals or extras to profit clients.
9. Agency compensation
An advertising agency is an autonomous business organization focused on advertising work that commences the work of planning, making, and performing advertising promotion for its clients. In current time agency payments are based on their inputs; if they succeed or fail in performance in the end, it may affect their profit. For many marketers, reducing agency fees is a main target when it comes to meeting budget-saving goals. In this dynamic situation agencies need to open a new compensation method which supports their goals with those of their clients. Earlier, media agencies paid a fixed commission on the media they purchased on behalf of their clients.
Advertising agency compensation may change strongly in current time as advertisers put stress on agencies to lower commissions and link compensation to performance following advertising campaigns. The reasons are very clear given the need to attain balance in market fallouts and stabilize or cultivate working media levels while reaching the preferred savings target. Advertising agencies don’t sell products; they sell ideas, with the knowledge and planning to achieve them. There are various ways the advertising agencies get compensated for their work and services. Agencies may be compensated in a variety of ways include:
a. Commission method
In the earlier years, as the advertising business advanced, newspaper owners paid a commission of 15% to advertising agents who credited advertisement space in their newspapers and publications. Most of the companies still paying commission use some form of paced procedure or descending scale, and the amount of media commission reserved by the agency or rebated to the client is by negotiation.
b. Cost-Plus Agreement
According to George E.Belch in his book Advertising and Promotion, “Under a cost-plus system, the client agrees to pay the agency a fee based on the costs of its work plus some agreed-on profit margin (often a percentage of total costs). This system needs the agency to keep complete accounts of costs incurred in working on a client’s account.
c. Incentive-based payments
According to George E. Belch, Incentive-Based Compensation, many clients these days are demanding more accountability from their agencies and tying agency compensation to performance through some type of incentive-based system. While there are many variations, the basic idea is that the agency’s ultimate compensation level will depend on how well it meets predetermined performance goals. These goals often include objective measures such as sales or market share as well as more subjective measures such as evaluations of the quality of the agency’s creative work. Companies using incentive-based systems determine agency compensation through media commissions, fees, bonuses, or some combination of these methods.
d. Fees arrangements
Fee Arrangement Under the fee structure, the client and the ad agency negotiate a flat sum to be paid to the agency for all work done. The agency estimates the cost (including out-of-pocket expenses) of servicing the client, who either accepts or negotiates for a lesser amount. Negotiations continue until an agreement is reached. There are two basic types of fee arrangement systems.
e. Percentage charges
An agency works on a profit margin of 01 percent to 10 percent, or it may depend on negotiation and how the agency is run and structured. So that means if an agency has 1,00,00,000 Rs. (1 Crore Rs.) in an account, the agency will end up with anywhere between 1,00,000 Rs. (1 Lakh) to 10,00,000 Rs. (10 Lakhs). in its pocket as profit.
The rest of the money will be spent on buying commercial advertising space (print media, broadcast, internet, etc.) and paying the agency for marketing advice (expert, professional, skilled, etc.) and creative and production costs (talent, knowledge, capability, etc.).
It may sound like the agency will be making money on that, too, but that money paid to the agency from the client will be used to pay staff and operating expenses. The profit is what is left over when all the money has been spent to pay salaries and other expenses.
10. Share information
In most cases, the client has taken on an agency to fill a gap in their business and wants to see value for money. The agency’s most important job is to be the experts’ advice to clients. The best advice helps to achieve their consequences and remain an active performer in the market.
The agency then has an obligation to ask all the queries they need to in order to confirm they have took the brief properly. Consuming an open and informative conversation at the commencement of a project means that the client can go away safe in the information that the agency knows what they’re doing.
11. Work in collaboration
Keep in mind that both parties are invested in what they do and that keeping a strong relationship will require continuous work on both ends. Agencies aren’t possessions; they’re strategic partners. Clients and agencies are experts in their respective fields, and they should treat each other as equals. Trust, honesty, and commitment are vital elements for the achievement of any campaign and relationship. In a collaborative environment of a relationship, each party must have confidence in the other’s capability.
12. Set realistic expectations
One of the best ways to build a strong relationship with a client is to gain a reputation as an agency that not only delivers results but is also willing to go above and beyond. Setting realistic expectations gives you the chance to impress the client and position yourself as a partner. This is especially important when working on behalf of a client.
Both parties need to take part in this process to make sure that each knows what’s expected of the other. Agencies may have exclusive methods, but a good degree of transparency is essential. These services create trust and set realistic expectations.
13. Attempt for nonstop progress
When an agency functions with these principles, performing measured efforts to their clients and determined to not only accomplish but maintain confidence with clients, the phase can be set for achievement with great appraisals, referrals and customer remembering.
Traditional media plays a vital role in rural marketing and advertising, especially in areas with limited digital access, by leveraging local culture and community touchpoints for high engagement. These methods are cost-effective and build trust through familiarity.
1. Puppetry
Description:
Puppetry is a traditional storytelling art form where puppets are used to narrate stories, often with social or promotional messages.
Case Example:
Lifebuoy Soap (Hindustan Unilever): Used puppet shows to promote hygiene practices and the benefits of handwashing in rural villages, making the message entertaining and memorable.
2. Dance-Drama
Description:
Dance-dramas incorporate local dance and acting to deliver messages, often during festivals or market days.
Case Example:
NGO Health Campaigns: Dance-dramas have been used to promote awareness about vaccination and health practices by integrating product and health messages into folk dance performances.
3. Rural-Specific Art Forms (e.g., Harikatha)
Description:
Harikatha is a traditional South Indian storytelling format combining music, narration, and drama to convey themes.
Case Example:
Agricultural Extension Services: Government agencies have used Harikatha to teach rural farmers about new farming techniques and government schemes by weaving product benefits into the narrative.
4. Decorated Bullock Carts
Description:
Bullock carts, beautifully decorated and branded, traverse villages to draw attention and distribute samples or information.
Case Example:
Colgate-Palmolive: Used decorated bullock carts carrying promotional material and free samples to reach interior villages where modern vehicles could not go, attracting crowds and spreading awareness.
5. Folk Theatre (e.g., Nautanki, Jatra, Tamasha)
Description:
Folk theatre forms are region-specific live performances that are highly popular in rural India.
Case Example:
Hindustan Unilever: Adopted folk theatre, like Nautanki in North India, to promote products such as Wheel detergent, integrating product benefits into the storylines.
6. Demonstration (House-to-House)
Description:
Door-to-door live product demonstrations by trained promoters, often targeting women in the household.
Case Example:
Godrej Consumer Products: Sent female promoters to demonstrate Godrej hair dye, showing the ease of use and immediate results, which increased adoption among rural women.
7. Haats and Melas (Weekly Markets and Fairs)
Description:
These are regular rural gatherings ideal for product displays, sampling, and demonstrations.
Case Example:
Britannia: Set up stalls at village fairs (melas) to distribute free biscuit samples, boosting brand familiarity and sales.
8. Wall Paintings
Description:
Brightly colored murals on village walls featuring product branding and messages.
Case Example:
Vim Bar & Wheel Detergent (HUL): Used wall paintings in rural areas to reinforce brand recall where print media reach was limited.
9. Posters
Description:
Posters are displayed at prominent places like Panchayat offices, schools, and markets for product promotion.
Case Example:
FMCG Brands: Use posters to announce new product launches, special offers, and educate about product usage.
10. Agricultural Games
Description:
Organizing games or competitions around agricultural activities (e.g., ploughing, seed-sowing) with branded rewards.
Case Example:
Monsanto: Sponsored ploughing competitions where winners received branded merchandise, creating awareness among farmer communities.
Conclusion:
Traditional media are powerful tools for rural product promotion, as they leverage local culture, community gatherings, and personal interaction. Brands that creatively engage these channels often achieve high visibility and trust in rural markets.
Advertising is a paid form of non-personal communication that promotes products, services, ideas, or brands to a target audience through various media channels. In rural advertising, these efforts are specifically directed at rural populations, using channels and messages tailored to rural lifestyles and consumption patterns.
Definition:
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” — American Marketing Association
Objectives of Advertising
Create Awareness: Inform rural consumers about the existence, features, and benefits of products or services.
Persuade Consumers: Influence attitudes and encourage rural audiences to try or prefer a particular brand.
Build Brand Image: Establish a positive perception and trust for the brand in the minds of rural consumers.
Increase Sales: Stimulate demand and boost product sales in rural markets.
Educate the Public: Share useful information, such as how to use a product or understand its benefits.
Support Sales Force: Facilitate the work of salespeople by creating interest and demand in advance.
Characteristics of Advertising
Paid Communication: Advertising requires payment for media space or time.
Non-personal: It addresses a large audience, not individuals directly.
Identified Sponsor: The source of the message (company/brand) is always clear.
Mass Communication: Reaches a wide audience through mass media (radio, TV, print, digital, etc.).
Persuasive: Aims to motivate, convince, or influence people’s choices.
Standardized Message: The same message is delivered to all audiences within a campaign.
Effects of Advertising on Society
Positive Effects:
Informs and Educates: Spreads awareness about products, health, sanitation, government schemes, etc.
Promotes Economic Growth: Encourages consumption, boosts demand, and supports rural business development.
Creates Employment: Generates jobs in media, distribution, and related sectors.
Social Change: Can address issues like hygiene, literacy, and social taboos through awareness campaigns.
Negative Effects:
Materialism: May foster unnecessary desires and unrealistic aspirations.
Misleading Information: Sometimes exaggerates or misrepresents facts, leading to consumer confusion.
Cultural Erosion: Urban-centric messages may dilute traditional values and customs.
Wasteful Consumption: Promotes buying beyond needs, resulting in wastage.
In summary:
Advertising is an essential tool for reaching and influencing rural audiences. When done responsibly, it can drive development and positive change, but it must be mindful of rural sensitivities and ethical standards to avoid negative societal impacts.
Launching a new product in rural markets requires a distinct approach compared to urban areas, given the differences in consumer behavior, accessibility, and communication. Here are effective techniques, along with real-world brand examples:
1. Small-Packaging (Sachets)
Technique: Launch products in small, affordable packs to match rural consumers’ limited purchasing power.
Impact: The ₹1 sachet made branded shampoos accessible to rural consumers, resulting in a huge increase in penetration and volume sales.
2. Live Demonstrations and Roadshows
Technique: Organize live product demos in villages, haats, and melas to show usage and benefits, building trust and awareness.
Case Example:
Brand: Mahindra Tractors
Product: New tractor models
Impact: Mahindra organizes demonstration events where farmers can test-drive tractors, ask questions, and see the results on their own fields.
3. Use of Traditional Media and Folk Communication
Technique: Communicate product benefits through folk media such as puppet shows, street plays, and local festivals.
Case Example:
Brand: Lifebuoy (HUL)
Product: Lifebuoy Soap
Impact: Lifebuoy used “Nukkad Natak” (street plays) and wall paintings to educate villagers about handwashing and hygiene.
4. Tie-ups with Local Influencers and Institutions
Technique: Partner with self-help groups, Panchayats, or respected local leaders to build credibility and facilitate adoption.
Case Example:
Brand: Tata Swach Water Purifier
Product: Low-cost water purifier
Impact: Tata Chemicals worked with local NGOs and self-help groups to demonstrate and distribute Tata Swach in remote villages, increasing reach and trust.
5. Mobile Vans and Sampling Drives
Technique: Use branded vans to visit villages, conduct awareness sessions, and distribute free samples.
Case Example:
Brand: Colgate-Palmolive
Product: Colgate toothpaste
Impact: “Colgate vans” visited schools and markets to teach oral hygiene and provide free samples, boosting product adoption.
Conclusion:
Success in rural product launches comes from understanding local needs, leveraging community trust, and using creative, direct engagement strategies. Brands that adapt their methods—like using sachets, live demos, and folk media—have consistently succeeded in rural markets.
Advertising strategies in rural markets, particularly in India, focus on overcoming challenges like low literacy, scattered populations, and cultural nuances by emphasizing local relevance, trust-building, and accessible media. These approaches align with your prior interest in rural FMCG and agricultural marketing, where strategies like the 4As (Availability, Affordability, Acceptability, Awareness) drive success.
1. Use of Local Language and Culture
Strategy: Create advertisements in regional languages and incorporate local customs, festivals, and values.
Example: Coca-Cola’s rural campaigns in India featured local celebrities and folk themes, making the ads relatable to village audiences.
2. Traditional and Folk Media
Strategy: Leverage folk theatre, puppet shows, wall paintings, and village fairs for advertising.
Example: Hindustan Unilever (HUL) used “Nukkad Nataks” (street plays) and wall paintings to promote Lifebuoy soap, emphasizing hygiene in a culturally relevant way.
3. Mobile Vans and Outdoor Advertising
Strategy: Use branded vans, hoardings, and posters in and around rural markets, weekly bazaars, and melas.
Case Study: Colgate-Palmolive deployed “Colgate vans” to rural schools, using audiovisual demonstrations and distributing free samples to educate children about oral hygiene.
4. Radio and Local TV
Strategy: Advertise on All India Radio and regional TV channels, as these have deep rural penetration.
Example: Agricultural input companies broadcast weather updates and farming tips via local radio to reach farmers directly.
Sales Promotion Strategies in Rural Markets
1. Small-Packaging (Sachets)
Strategy: Offer products in small, affordable sizes to match rural consumers’ purchasing power.
Case Study: HUL’s introduction of shampoo sachets revolutionized rural marketing by making branded shampoos accessible at ₹1 per sachet. This led to a massive increase in rural sales.
2. Product Demonstrations
Strategy: Organize live demos at haats (markets), melas, and village gatherings to show product benefits.
Example: Mahindra Tractors holds field demonstrations, letting farmers test-drive tractors and experience the benefits firsthand.
3. Free Samples and Gifts
Strategy: Distribute free samples or small gifts with purchases to encourage trial and repeat buying.
Example: Britannia distributed free biscuit samples at rural schools, which led to increased awareness and sales.
4. Contests and Lucky Draws
Strategy: Engage consumers with contests that offer prizes, making the buying process exciting.
Case Study: Parle-G biscuits ran a “Scratch & Win” contest in rural areas, resulting in higher sales and brand engagement.
5. Tie-ups with Self-Help Groups and Local Leaders
Strategy: Collaborate with women’s self-help groups, panchayats, or local influencers to promote products.
Example: Microfinance companies partnered with self-help groups to promote financial products and educate rural women.
Conclusion
Advertising and sales promotion strategies in rural markets are most effective when they are locally relevant, affordable, and leverage traditional as well as modern channels. Companies that adapt their approaches to rural realities—like small pack sizes, folk media, and community engagement—often see strong brand loyalty and market growth.
Meaning:Rural communication refers to the processes and methods used to share information, ideas, and knowledge within rural communities. It involves the exchange of messages among individuals, groups, and institutions in rural areas, often focusing on agriculture, health, education, social development, and community welfare. The primary aim of rural communication is to inform, educate, motivate, and empower rural populations, enabling them to improve their quality of life.
Traditional media (folk media, community meetings, interpersonal communication)
Mass media (radio, television, newspapers)
Digital media (mobile phones, internet, social media)
Content Areas:
Agricultural information (farming techniques, crop updates, weather forecasts)
Health and hygiene awareness
Educational programs
Government schemes and developmental programs
Social issues (gender equality, literacy, environmental conservation)
Stakeholders:
Rural population (farmers, women, youth, local leaders)
Government agencies and extension workers
Non-governmental organizations (NGOs)
Media organizations and journalists
Objectives:
Disseminate useful information for rural development
Encourage participatory communication and local involvement
Bridge the information gap between urban and rural populations
Promote behavioral and social change
Challenges:
Low literacy rates
Limited access to technology and infrastructure
Language and cultural barriers
In summary, rural communication plays a crucial role in transforming rural societies by facilitating access to information and enabling informed decision-making, ultimately contributing to sustainable rural development.
II. Communication Strategies for Rural Market
Reaching rural markets requires tailored communication strategies that consider the unique characteristics and challenges of rural consumers. Here are some effective strategies with examples.
1. Use of Traditional Media and Folk Communication
Strategy: Employ locally popular traditional media such as puppet shows, folk songs, street plays, and village fairs to deliver messages.
Example: Hindustan Unilever used “Nukkad Nataks” (street plays) to promote Lifebuoy soap’s handwashing benefits during village fairs.
2. Localized Messaging
Strategy: Customize content in local languages and dialects to increase relatability and understanding.
Example: Coca-Cola used local languages and culturally relevant themes in their rural ad campaigns to connect with diverse audiences across India.
3. Interpersonal Communication
Strategy: Deploy field staff, village influencers, and opinion leaders (such as school teachers or health workers) to communicate messages.
Example: ITC’s e-Choupal initiative trained local farmers as “Sanchalaks” (coordinators) to spread information about products and services to fellow villagers.
4. Demonstrations and Experiential Marketing
Strategy: Organize live demonstrations and product sampling in village markets or during community events.
Example: Tractor companies like Mahindra organize field demonstrations, allowing farmers to test-drive tractors and experience benefits first-hand.
5. Mobile Vans and Roadshows
Strategy: Use branded mobile vans equipped with audio-visual equipment to tour villages, display products, and conduct interactive sessions.
Example: Colgate-Palmolive’s “Colgate Bright Smiles, Bright Futures” van traveled to rural schools, demonstrating oral hygiene practices to children.
6. Partnership with Local Institutions
Strategy: Collaborate with self-help groups, cooperatives, and local NGOs for message dissemination and community mobilization.
Example: Microfinance firms partner with women’s self-help groups to educate rural women about financial products.
7. Use of Rural Media Channels
Strategy: Advertise through rural-specific channels like All India Radio, local cable networks, and rural newspapers.
Example: Agricultural companies use All India Radio to broadcast weather updates and farming tips in regional languages.
In summary:
Effective rural communication combines traditional and modern approaches, localizes content, leverages trusted influencers, and uses engaging, experiential methods to build trust and awareness among rural audiences.
In publishing more commonly, the term “copy” refers to the text in books, magazines, and newspapers. In books, it means the text as written by the author, which the copy editor then prepares for typesetting and printing. This is also referred to as “editorial copy,” which is said to have two subdivisions, the body copy and the adjuncts to the body copy.
The term’s usage can be demonstrated in the way an editor decides to embed advertising material directly into the editorial copy, which means that the ad would use the same font, layout presentation, and feel as the editorial copy it is being integrated into. This concept underscores how the copy can also refer to the identity of the newspaper or the magazine since the method of composition and layout can define its brand and positioning.
In general, copy is written text of any kind in various genres. Many of you familiar with the HBO smash hit “Mad Men” knew that “copy” referred to advertising copy (or text). Ad copy means text written specifically to sell something. But there are other kinds of copy, including body copy and just plain copy.
A. Headline
Introduction
The headline summarizes the story’s main idea, which the lead expands upon. It should clearly express a complete thought. Headlines have become essential in today’s society; people tend to look only at headlines rather than reading complete stories. Writing headlines takes practice. You need to select words sensibly and use strong writing in order to motivate the audience to read the article. Create the headline after you finish writing the article so that you have a complete understanding of the story. Focus on how you can communicate the main idea in a manner that will capture the reader’s attention.
Headlines are crucial to your content. The famous advertising revolutionary, David Ogilvy, knew that headlines are the most important element of your copy. His famous quote is as follows: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Often described as the “Original Mad Man” and “The Father of Advertising,” Ogilvy is known largely for his advertising work while serving as the founder of Ogilvy & Mather. In addition to building a multibillion-dollar company, he also helped create hugely successful campaigns for clients such as Dove, Shell, and Rolls-Royce.
1. Go Big or Go Home
Don’t bunt. Aim out of the ballpark. Aim for the company of immortals. -David Ogilvy
The product you represent is depending on you, and if you allow yourself to take shortcuts or present a less than compelling argument, then you’ve failed. As an entrepreneur or business owner, you simply cannot afford bad copy. If you cannot achieve perfection on your own, then you should hire someone who can.
2. Do Your Homework
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. -David Ogilvy
Ogilvy spent years working for George Gallup, founder of the Gallup Poll, and it was during this time that he realized the true value that comes with knowing exactly what your target audience is thinking.
You cannot write copy unless you know:
Who you’re writing it for
How that person thinks
What that person needs
If you haven’t done your research, then you’re simply faking it, and it’s that type of copy that gets marketers in trouble, either with the government or with their boss.
To write great copy, you need to understand your audience to the letter so that you know how you can best serve them. Nothing else will do.
3. Never talk down to your customers.
A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her. -David Ogilvy
This is a wonderful Ogilvy quote (for the video, click here), speaking on behalf of consumers everywhere. As excellent as your product may be, speaking down to your audience is going to turn them away, and as much as you’d love them to be infatuated with your charming pitch, understand that, at the end of the day, they simply want to solve a problem.
Treat your customer with respect and dignity. You’re on equal footing, or perhaps a bit lower, considering you’re the one who needs the sale. Please ensure that your copy accurately reflects that position.
4. The Headline is 80%
On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. -David Ogilvy
Headlines are as close to a magic bullet as you’re going to get, and if you’re going to be perfect in only one place, do it here. Write a strong headline that works.
Use headline templates, which are based on headlines that have worked in the past
Start with a compelling benefit that entices readers to continue.
If you can, split test different headlines to see what works best
5. Don’t Get Distracted from Making the Sale
If it doesn’t sell, it isn’t creative. -David Ogilvy
Couldn’t be truer. Marketers love to be adorable and funny, original and innovative, but it’s also dangerous.
People don’t set aside time to read ads; they are probably in a hurry, just taking a quick glance before they move on to something else. If your point isn’t immediately obvious, chances are they won’t get it, and you’ll lose them forever.
If you want people to buy, you need them to see your product in their hands and be able to envision how it’ll improve their lives. Everything else is secondary. If you can awe them with your words in the process, fine, but don’t do it at the expense of the sale.
6. Explain Why They Should Buy
The more informative your advertising, the more persuasive it will be. -David Ogilvy
You’ve got their attention with the headline and are telling them about the product, but before they buy, they want to know:
Why is the product important? Why is it a beneficial deal? Why should they be interested? Why should they buy it from you? Why should they buy it now, rather than later? Why should they trust you?
Consciously or subconsciously, all of those questions are going through a customer’s head. If you want them to act, you need to answer them, and that means making your copy informative.
7. Your Copy Is Important. Treat It That Way.
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. -David Ogilvy
All too often, business owners treat their sales copy like an afterthought. They scribble down a few notes, have someone check it to make sure it’s grammatically correct, and send it out. Then they wonder why it doesn’t get results.
On the other hand, David Ogilvy treated each of his campaigns as if they were his own children. He nurtured them, fought for them, and helped them develop. And he produced some of the best-selling campaigns in the history of advertising.
The truth is, writing outstanding copy takes time and energy. Some of the best copywriters will spend weeks just crafting the headline, and they might take months to write the body copy.
It’s not because they’re slow. It’s because they know the importance of getting it right.
Are you committed to that type of excellence?
If not, you should be.
There are different types of headlines with different objectives to them; for example:
Current News Advertisements – Introducing a new product.
Identifying the product or service—telling the audience what the brand is selling and developing brand value.
Offers news—asking the audience to take action towards the advertisement.
Create interest—make the audience think about what the advertisement is really about.
Gives knowledge—telling the audience to get it NOW!
Offers an experiment—asking the audience to try it and see a difference.
Establish tone and emotions—evoke emotions in the audience.
Making a claim towards the benefit of the product—letting the audience know about what is best, why they should get it, and the results of the product.
B. Sub-headline
Introduction
A subheadline is a smaller, secondary headline that usually elaborates on the main headline above it. To simplify, subheadlines come in two common forms, subject to what type of content you’re writing. The rules are more or less the same, but the place and purpose vary. The headline could announce the launch of a new product, and a subheading could give more specific details about the product’s features.
After the headline, the next is the sub-headline. If the headline has rightly suggested the value of the product, the job of the subheadline becomes quite easier. A sub-headline helps the reader to have more knowledge about the product. For e.g., the sub-headline used in the Horlicks ad—Dudh Mein Horlicks Milao, Dudh Ki Shakti Badhao.
Here are three things that we do with our subheadline:
Describe extra. If your product or service requires a bit more description, then try to expand on it with your subheadline.
Tell benefits. Benefit-focused headlines are more effective. This is achieved by emphasizing how a product or service will enhance the user’s life.
Motivate action. A subheadline is also a great way to get consumers to do something. If you effectively inspire action, it’s only a short hop for them to pursue product and service.
The nature of your subheadline depends on your headline. You can choose one of the techniques above or split test different varieties to see which one is best for your users.
C. Layout
Introduction
Layout may be defined as the organizing of the various elements of advertising, such as illustration, text matter, product, and name of the company. A successful advertisement is a mixture of both copy and art.
According to Business Dictionary, a master plan or blueprint of a printed or published work (such as an advertisement, book, magazine, newspaper, or website) that lays out the arrangement of its different graphic elements (such as body copy, colors, headlines, illustrations, and scale). It establishes the overall appearance, relative importance, and relationships between the graphic elements to achieve a smooth flow of information (message) and eye movement for maximum effectiveness or impact. Often alternative layouts (called roughs) are prepared to explore different arrangements before the final layout is made for printing or production.
So layout is the way you use the space and where you place the various elements, how they overlap, what colors they are, how they contrast, and where the setup leaves the reader. Some important components of a good ad layout are as given below.
Border
Heading
Illustrations
Price
White space
Body copy
Signature
The one-second test
Colour
Creativity
Composition
Principles of Design and Layout
The following five principles of good arrangement are essential to everyone who makes or assesses the advertisement:
a. Balance
A layout may be called balanced if equal weights or forces are intermediate at a reference point. The principle of balance is inherent in nature. The reference point is the optical center of the advertisement. The artists with a given area or space are to place all the elements within this space. It is called the reference layout for the advertisement.
b. Proportion
Proportion is closely related to balance since it refers to the division of space among layout elements for a pleasing visual effect. If the major appeal in an advertisement is the product’s price. The price should be displayed in a proportionate space position.
c. Contrast and Emphasis
Contrast means variety. It gives life to the whole composition and adds emphasis to selected important elements. An advertisement with good contrast may attract the attention of customers Contrast may be visible in a number of ways. It may be witnessed through sizes, shapes, and colors.
d. Eye Movement
Eye movement is the design principle that helps move the eyes of the readers from element to element in the order given in the hierarchy of effects model for effective communication of the message in advertising. An effective ad uses planned eye movement and should follow the established reading patterns too, such as the tendency to start at the top left corner of a page and read through to the lower right corner. The eyes also move naturally from large items to small, from dark to light, and from colors to non-colors.
e. Unity or Harmony
Unity or harmony is another important design principle. Although each element should be considered as a separate unit in striving for balance, proportion, contrast, and eye movement. The complete layout or design should appear as a unified composition. Common methods of securing unity in layouts are
Use of consistent typographical design.
Repetition of the same shapes and motifs is another common method.
The overlapping of elements.
Use of a border to hold elements together.
Avoidance of too much space between various elements.
Functions of an Advertisement Layout
The main functions of advertisement layout are
a. Arranging different Parts or elements
The important function of layout is to collecting and arrange the various elements of an advertisement: illustration, headline, sub-headlines, slogans, body text, the identification mark, etc.
b. Opportunity of Change
The layout deals with the creative teams, agency management, and the advertiser and suggests change before its last endorsement and actual construction, and then production begins.
c. Estimating Costs
The layout estimates costs, and it monitors the engravers, typographers, and other craft workers to follow in producing the advertisement.
D. Body Copy
Introduction
The body copy of a print advertisement tells the complete story. It is a logical continuation of the headline and subhead. It also contains words that stimulate interest, desire, and action. It is usually set in smaller type sizes than the subhead. The text should relate to the campaign appeal and to the readers’ interest. It must explain the benefits the product has for the reader. It may concentrate on a single benefit (the big idea) or several benefits as they relate generally to the target audience. The body copy is written in a conversational style, as if one is talking to a known person. This will make the individual reader feel the personal effect of the message. It is important to note the following in writing a good body copy:
Don’t beat about the bush
Avoid superlatives/clichés
Be truthful and make truth fascinating
Be enthusiastic and friendly
Elements of the body copy
a. Lead-in paragraphs
Once the headline captures readers’ attention, the lead-in paragraphs shift their focus to the product by introducing the sales message.
b. Interior paragraphs: These offer evidence to support the claims and promises made in the headline. The key to an interior paragraph is credibility.
These provide proofs for claims and promises. The key to an interior paragraph is credibility. The proofs may come in form of research, testing, usage or guarantee
c. Trail close
This part of the body copy urges readers to make a purchase/buying decision before they get bored.
d. Close
The close asks readers to do something and tells them how to do it. This is the part of the print ad where a sale is made or prompted. The close can be direct or indirect. It can range from subtle suggestion to direct command. The final purpose of a close is to reinforce the readers’ positive thoughts concerning the product/service.
Types of Body Copy
Experts have identified 12 body copy types
Emotive body copy
Factual, hard-selling body copy
Factual, educative body copy
Narrative body copy
Prestige body copy
Picture and captive body copy
Dialogue and monologue
Gimmick body copy
Reader- and editorial-style body copy
Testimonial body copy
Quotation body copy
Back selling (black integration)
E. Types of copy and slogan
Introduction
Advertising copy is the specific wording of an advertisement of a brand of good or service, which highlights the ‘theme’ or ‘message’ the advertisement is intended to convey to prospective buyers or users of that product. Advertising copy may be pitched to appeal to consumers in general or targeted to attract the attention of a particular type of buyer.
The advertisement copies can be divided into six main types:
1. Human interest ad copy
Human interest copy attracts the emotions and senses of its potential customers. This advertisement copy describes the product to people instead of sticking to facts. Human interest copy gets to the selling part indirectly or unwillingly. It focuses on people’s unending interest in themselves, their families, and their friends. The most significant forms of human interest copy are humorous copy, fear copy, predicament copy, and story copy.
2. Educational ad copy
An educational ad copy tries to inform, update, and influence its clients to buy a product by educating the potential customers. It is planned to educate the public about the features of the product. Introductory ad copies are usually created in thiamongIt is the responsibility of every manufacturer to educate the prospects regarding the product and bear a sincere welcome among its clients. Such an ad copy indicates the benefits and special features of the product.
3. Reason why? ad copy
Why advertising Copy offers reasons as to why the consumers are likely to buy the product of a specific brand. The reason why copy appeals more directly to the intellect or the judgment of an individual than to the emotions. It tries to explain the product qualities and benefits by giving evidence in the form of testimonials, guarantees, customer experiences, and so on.
4. Institutional ad copy
Institutional copy doesn’t sell its goods and services. Institutional ad copy aims at promoting the selling house. It focuses on building a strong reputation for the selling house. The main objective of this type of ad copy is to create, maintain, and increase the goodwill through its philosophy, objectives, and policies so that the prospective customers register it in their minds. Institutional copy invites the target customers to the selling outlet. It is also called prestige or corporate advertising.
5. Suggestive ad copy
A suggestive copy suggests trying to deliver the message to the readers directly or indirectly and motivate them to purchase the product. Suggestive ad copy works best when the reader is confused regarding the quality of the product and is juggling with decision-making regarding his purchase.
6. Expository ad copy
Expository copy conflicts with the suggestive copy. An expository copy doesn’t hide anything about the product but instead reveals the facts that are clear and appropriate. It describes the product features, uses, merits, operation, and benefits of the products or services.
Characteristics of Advertising Copy
Attractive pictures
Attractive headlines
Innovation of the product
Uniqueness
Message size and position (how long, how short, how it is put, etc.)
Colour
Shape
Movement
Factors Affecting Advertising Copy
An advertising copy must be based on the following factors:
Is advertising believable?
Is advertising reliable?
Does it appeal to the consumers’ needs and wants?
Does it explain the benefits of a product realistically?
Is it based on creativity? etc.
F. Creating a storyboard
Introduction
A storyboard is a graphic organizer in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic, or interactive media sequence. The storyboarding process, in the form it is known today, was developed at Walt Disney Productions during the early 1930s, after several years of similar processes being in use at Walt Disney and other animation studios.
Many large-budget silent films were storyboarded, but most of this material was lost during the reduction of the studio archives during the 1970s and 1980s. [citation needed] Special effects pioneer Georges Méliès is known to have been among the first filmmakers to use storyboards and pre-production art to visualize planned effects. However, storyboarding in the form widely known today was developed at the Walt Disney studio during the early 1930s. [2] In the biography of her father, The Story of Walt Disney (Henry Holt, 1956), Diane Disney Miller explains that the first complete storyboards were created for the 1933 Disney short Three Little Pigs.
According to John Canemaker, in Paper Dreams: The Art and Artists of Disney Storyboards (1999, Hyperion Press), the first storyboards at Disney evolved from comic-book-like “story sketches” created in the 1920s to illustrate concepts for animated cartoon short subjects such as Plane Crazy and Steamboat Willie, and within a few years the idea spread to other studios.
One advantage of using storyboards is that it allows (in film and business) the user to experiment with changes in the storyline to evoke a stronger reaction or interest. Flashbacks, for instance, are often the result of sorting storyboards out of chronological order to help build suspense and interest. Another benefit of storyboarding is that the production can plan the movie in advance. In this step, things like type of camera shot, angle, and blocking of characters are decided.
The process of visual thinking and planning allows a group of people to brainstorm together, placing their ideas on storyboards and then arranging the storyboards on the wall. This fosters more ideas and generates consensus inside the group.
What is a storyboard?
A storyboard is a group of cells that each represents an image and together relates a story or journey. Generally, storyboards were most regularly used in media or film production, but product developers are now integrating storyboarding into their processes. Producing a storyboard allows developers to think through a process in a step-by-step manner, allowing them to design efficient user experiences.
Why Is Storyboarding Important?
It helps you organize your thoughts.
It helps you plan your video more effectively.
It helps you communicate your ideas to other people.
It simplifies everything that comes later.
Steps of storyboard
1. Draw your blank thumbnails
The first step is straightforward—draw your storyboard thumbnails. Thumbnails are blank squares or rectangles where you illustrate the images that represent each stage of your story.
Don’t forget to leave room for the title, number your thumbnails, and have space underneath for you to name your scene and what action will be taking place within it. You can additionally add a space for the script, annotations, audio, or any other steps you want to include.
2. Add your title, scene name, action
Start filling out your blank thumbnails by first adding in your course title as well as the scene name, the action that will be taking place in each box, and any script that corresponds to the scene.
The action description should be a concise explainer that sums up what is happening in each scene. If you find it’s too difficult to explain the action, then perhaps you need to break that scene down into 2 or 3 separate thumbnails. Remember, it’s show, not tell, so it’s okay to have multiple thumbnails in your storyboard!
3. Start Sketching
Now you’re ready to start drawing the storyboard.
Here, you are mapping out how your idea looks visually. It doesn’t have to be highly detailed, but it should give an overall sense of everything that’s happening in each thumbnail.
Some suggested aspects you should include are the point of view from which the learner will be seeing the course and the characters, images, or words that will be featured on screen.
Don’t worry if you’re no Picasso; as long as you’re creating a clear picture, you’re on the right track. You can also pair your script, annotations, and audio at this stage too.
4. Critically assess and adjust
After you’ve finished drafting your storyboard, it’s clever to look at it with a critical eye. Rarely are storyboards perfect after the first attempt; therefore, it’s recommended you go back and ask yourself the questions suggested above again.
This also enables you to ensure your story makes sense or, if not, identify where it needs to be added to or edited. Just keep fine-tuning your storyboard until you’re happy.
5. Start production
Now it’s time for you and your team to start production!
It may seem like a lot of work or even a daunting task; however, storyboards can benefit you and your learners. Give it a try and see how they can work for you.
Have you ever used storyboards before? Let us know your tips and opinions in the comments below.
