Rural Marketing, 3rd Edition by Pearson

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RURAL MARKETING

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Each communication tool has its own unique characteris-

tics and costs. Marketers have to understand these charac-

teristics in order to select the most appropriate and useful

tool. They must also consider factors like the type of prod-

uct market in which they are selling, how ready consumers

are to make a purchase, and the product’s stage in the prod-

uct lifecycle while deciding the marketing communication

mix.

After implementing the communication plan, the communica-

tor must measure its impact on the target audience. In rural

areas, the effectiveness and impact of the communication plan

is measured ...