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RURAL MARKETING
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Moral Appeal
A message appeals to the audience’s sense of what is right and
proper. It is often used to exhort people to support social causes such as childbirth
spacing. One such advertisement featured a farmer who suggests that just like a dis-
tance of at least three feet should be maintained between two plants for their proper
nourishment and growth, there should be a similar difference of at least three years
between two children.
In one of its social communication campaigns focusing on improving maternal and
new-born health in rural India, the international funding organization Program for
Appropriate ...
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