Affiliation:
1. Chandigarh University, India
2. BBDNIIT, India
3. Chitkara University, India
Abstract
The chapter aims at analyzing the impact of rural media of communication, which is a blend of conventional rural-centric media and modern mass media, on the rural markets of Uttar Pradesh, India. An interview schedule as a survey instrument was conducted administered for a sample of 1200 respondents in central Uttar Pradesh from February to June 2021. The data analysis of the study was carried out in IBM SPSS Statistics 27.0. The study concluded that buyers respond maturely to the various promotional sources investigated. Hindi dallies, both national and local, play an important role in raising awareness about various items. The most successful media vehicles for connecting with clients in rural areas are posters, handbills, hoardings, banners, and television programs. Mobile vans, newspapers, and e-displays and advertisements plastered on public transportation are all very successful advertising tools.
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