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COMMUNICATION STRATEGIES FOR RURAL MARKETS
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CHAPTER 9
207
‘Rural Marketing Memo: Developing an Effective Rural Communication Message’ to
understand the various myths associated with rural consumers and how Coca-Cola’s
‘
Thanda Matlab Coca-Cola
’ campaign shattered these myths.
Selecting the Communication Channels
The communicator must select effi
cient channels of communication to carry the message.
Communication media channels are of two broad types—personal and non-personal.
PERSONAL COMMUNICATION CHANNELS
Personal communication channels
involve two or more persons communicating directly with each other. They might
communicate ...
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