期刊名称：IMPACT : International Journal of Research in Business Management
印刷版ISSN：2347-4572
电子版ISSN：2321-886X
出版年度：2014
卷号：2
期号：2
页码：23-32
语种：English
出版社：IMPACT Journals
摘要：The paper discusses the impact of unconventional media on the buying behavior of rural consumers. It also studies the problems and challenges of rural communication in rural Uttar Pradesh and highlights the relevance of non conventional media in rural markets. Non conventional media are effective tools for raising hype about new products or for re-launching existing products. This is particularly true in the case of FMCG products, where the hype generated can propel sales volumes, provided the advertising campaign is appealing and is backed by a good distribution system. The paper elucidates the fall outs of conventional media by highlighting some national advertisement campaigns carried out by corporate giants to communicate with the target audience in rural markets. The authors take up the empirical views in highlighting the relevance of non conventional media by analyzing the national campaigns from secondary data sources.
