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COMMUNICATION STRATEGIES FOR RURAL MARKETS
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CHAPTER 9
205
THE MESSAGE STRUCTURE AND FORMAT
The effectiveness of a message depends
on both its structure and content. For the rural audience, the message structure has to
be simple, short, and self-explanatory. Simple logic, sequential ordering of thoughts,
easy-to-understand arguments, and clearly drawn conclusions are helpful in making
rural communication effective. In case of audiovisuals, components of the message like
dramatic voices, attractive expressions, and strong colours also play an important role.
Considering that literacy levels in rural India are low, and also that the ...
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