Rural Marketing: Text and Cases, 2nd Edition

11

Promotion Strategy

LEARNING OBJECTIVES

Upon completion of this chapter, you will be able to:

 

•  Understand the concept and process of integrated marketing communication (IMC) and its role in creating awareness in the rural markets

•  Identify the objectives and the promotional tools employed by firms

•  Discuss the communication process and media in the context of promotion

•  Examine the approaches to designing communication and promotion strategies

•  Know how rural advertising is designed

 

Hyundai Motor India launched a new promotional scheme “Hyundai Utsav” in April 2009 to boost sales in rural areas and tier-III cities across the states of Andhra Pradesh and Punjab. The initiative was kicked off in over 50 venues in the two states ...