Impact of Advertisement On

Rural poor of Dhaka

Page | 2 Impact of Advertisement On Rural poor of Dhaka -With special Reference to “Bosila”

A provisionary research conducted by amateur team of communication and media studies Department students of UODA

Page | 3 Team and course details

Research Supervisor:

Miftah Uddin Arif

-Fellow, Green Bangladesh

Research Team: Nafisa Tabassum (25th)

Baheza Mustafa Sinthia (30th)

Sadik Hossain (30th)

Course Details: Dissertation in journalism

Code: CMS401

Communication and media Studies (CMS)

University of Development Alternative (UODA)

Page | 4 Content:

Acknowledgments : 6

Chapter 1: Introduction : 7

a. Advertisement : 8

b. Conventional media/Mass Media : 8

c. Traditional Media : 8

d. Area Of Research : 9

e. Background Study : 09

f. Significance to this topic : 10

Chapter 2: Literature Review : 11

Chapter 3: Research Design : 12

b. Statement of the Problem/Aim : 13

c. Research Questions : 13

d. Hypotheses : 14

e. Scope of the research : 14

Page | 5 f. Objectives : 14

g. Methodology : 14

h. Sampling Design : 15

i. Tools of Data Collection : 15

j. Data Processing : 15

k. Advantage of the study : 16

l. Limitations of the Study : 16

Chapter 4: Findings and Observation : 17

b. Executive Summary : 17

c. Unit of Study summary : 18

d. Findings Details : 20

Chapter 5: Conclusions : 24

Chapter 6: References : 25

Page | 6 Acknowledgments

The research has been conducted with a full armature team. In this study the

process works like sampling, workforce utilization, research designing everything

completed in a probation level job. The research content was based on the course

name “Dissertation in Journalism”. The findings is not refer to the census

population of are of research. All findings will not refer to samples unit of studies

original views.

Page | 7 Introduction

The research topic has chosen from the idea of team California- A members. The

subject/title of study has been choosing to man communication.

In this study the team tried to find out the advertisement impact on rural area.

The location Basila has been chosen due to its relating to a big city of Dhaka and

majority of this area population linked to the mass media and traditional media

both.

Therefore, in the sampling process we used 4 major variables to filter the

information correctly. In the primary data collection work we choose people from

each and every level on demand of our variables.

And to collect secondary data, we took helps from Government, reports,

advertisement agency manuals and many journals which is relates to present

advertisement and population reports.

To develop final framework of our innovative advertisement idea we filtered our

collected data on demand of people choice.

Strangely we found that poor people are mostly related to television as much

than the newspaper and radio.

For that reason we gave much priority to TV in conversational media. And in

traditional media people are mostly like to get information from poster and

billboard advertisement.

So we also give priority to these two on much than jatra, folk song etc traditional

media.

Page | 8 Advertisement: Advertisement is the way of promotion, to promote a goods or service or to build a

brand image a corporate house follow a few creative way to make it perfectly, that’s

advertisement.

According to Dictionary.com advertisement means:

“any public notice, as a printed display in a newspaper, short film ontelevision, announc

ement on radio, etc, designed to sell goods,publicize an event, etc Shortend forms ad, a

nd advert”

In Bangladesh here we found two basic media to advert-

Mass Media:

Mass media or conventional media refers to the most practiced media for now time, its

indicate to print, electric, online everything including social media like facebook etc.

Most of the Bengali people of rural and urban area are used to get in touch with anyone

of these Medias.

Traditional Media:

Traditional Media refers to the old practiced media like folk media, jatra, vhongura,

street Drama etc. its also practiced yet in few rural region of Bangladesh

Conventional Media /Mass media Traditional Media

Television Wall Paintings, Hoardings

Radio Haats, Melas, Jatras

Cinema Theater Video Vans, Folk Media

Newspapers and magazines Personal Selling ,Opinion Leaders

Page | 9 Geographic Area of Research

To conduct this research we have been choose the rural are of Dhaka named

“Bosila”

We found Bosila to conduct our work easily; our topic is totally new and

refers to the present rural consumer market, we tried to know the

advertisement agencies and corporate houses experiences on rural area of

Dhaka, we found that Bosila is the most effective rural area of this region;

from the population impact and several professions and many levels of

educations.

Finally we go forward to collect our primery data from Bosila area, and we

did select 50 respondent of Bosila on demand of our variables.

Background Study:

There were several categories of media and message methods

examined; these included: online advertising, word of mouth, public

relation placements, online communication tools and traditional

advertising. Due to an overcrowded competitive market and media

clutter, consumers are slow to recognize and respond to communication

through conventional media. To break the clutter marketers are trying

alternative media or advertisement framework to create a bond with

their consumers.

Page | 10 The rural consumer is different from the urban consumer. So a different

approach to developing marketing communication or advertisement

framework might be needed for urban media-rich segments and for rural

not-so-media rich segments. Although the literature establishes that

reach of the media is poor in rural area of dhaka and that customization

of advertisement framework is vital in reaching out to the rural

consumers, there is a lack of a model/framework to help develop

innovative advertisement process for the same. There seems to be a gap

as to how to address the issue of poor media reach among the rural area

in Dhaka or on what should be the appropriate framework. So the main

objective of this study is to identify innovative and appropriate

advertisement framework for reaching out to the rural parts of Bosila

and compare it with the existing advertisement framework in the region.

Significance to this topic:

The significance of the study is that the framework resulting as an outcome

of this study will help marketers and academicians to develop innovative

advertisement framework for reaching the rural areas

The study will also serve as an advertising media-planning guideline for

marketers and advertisers in rural area of Dhaka district as well for the

advertisers in other parts of the country who are planning to target rural

consumers in Dhaka district.

Page | 11 The appropriate Advertising framework that is to be proposed in this

study for reaching out to the rural consumers should help marketers as a

guideline for media selection and planning. The innovative framework to

be proposed in the study would aim at the following

1. Developing an innovative customer outreach plan

2. Identifying specific organizations/persons to form alliances for

expanding the reach of the messages.

The study will also help us to understand the various initiatives

undertaken by the Corporate to reach out to the rural consumer.

Page | 12 Literature Review

Advertisement: Advertisement is the way of promotion, to promote a goods or service or to build a

brand image a corporate house follow a few creative way to make it perfectly, that’s

advertisement.

According to Dictionary.com advertisement means:

“any public notice, as a printed display in a newspaper, short film ontelevision, announc

ement on radio, etc, designed to sell goods,publicize an event, etc Shortend forms ad, a

nd advert”

In Bangladesh here we found two basic media to advert-

Mass Media:

Mass media or conventional media refers to the most practiced media for now time, its

indicate to print, electric, online everything including social media like facebook etc.

Most of the Bengali people of rural and urban area are used to get in touch with anyone

of these Medias.

Traditional Media:

Traditional Media refers to the old practiced media like folk media, jatra, vhongura,

street Drama etc. it’s also practiced yet in few rural region of Bangladesh

Bosila: Bosila is an effective area to compare with other rural part of Dhaka, its near to

the main City but not so facilitate like Urban area even, We found Bosila to

conduct our work easily; our topic is totally new and refers to the present

rural consumer market, we tried to know the advertisement agencies and

corporate houses experiences on rural area of Dhaka, we found that Bosila is

the most effective rural area of this region; from the population impact and

several professions and many levels of educations.

Page | 13 Research Design

This chapter will situate the study in a particular methodological tradition, provide a rationale for

that approach, describe the research setting and sample as well as data collection and analysis

methods. The following are the points that will be included in the research design:

Statement of the Problem/Aim:

The aim of this research is to look at the initiatives and experience of

corporate houses in rural marketing communication and build or improve

upon those initiatives to develop a framework of innovative Advertisement

for reaching out to the rural areas in Dhaka.

Research Questions:

What is the reach of the existing Advertisement framework for rural region

of Dhaka?

What could be the appropriate Advertisement framework for reaching out

to them?

What innovative Advertisement framework can be employed to reach

them?

What will be the reach of the new innovative Advertisement framework

suggested in this study?

What has been the experience of Corporate in Rural Market

Communication in Bangladesh?

Will the suggested innovative Advertisement framework in this study have

general applicability for the rural consumers across all rural region of Dhaka

District?

Page | 14 Hypotheses:

Hypothesis 1: The exiting advertising framework is effective in reaching

out to the rural consumers in the regions chosen for this study.

Hypothesis 2: The reach of the new innovative advertising Framework

suggested in this study is effective in reaching out to the rural consumers

in Bosila.

Hypothesis 3: The suggested innovative Advertising framework in this study

Objectives:

To find out what is the reach of the existing advertisement impact on

rural areas in Dhaka region specially Bosila

To understand the advertisement used in the rural areas in Bosila in

comparison with other parts of Dhaka

To explore and develop a framework for selecting appropriate

advertisement attempt for targeting rural people from Bosila area

Methodology:

The research has been conducted in both quantitative and qualitative

method. Inductive approach could be used in the research work as the

researcher was started to find specifications about the rural areas of the

Bosila and then made suggestion to see whether it is applicable to all other

area across the Dhaka.

Primary data has been collected with the help of questionnaire and in-depth

interviews. In-depth interviews helped in providing very useful insights on the

way consumers get access to information about products and services. It’s

also helps to understand and devise the potential Advertising framework. The

questions in the questionnaire were explained to the consumers in the local

language for better comprehension. For collecting secondary data various

sources like census reports, books, journals, and company manuals were used.

Page | 15 Sampling Design:

The sample was comprised of 50 respondents spread across different

location in Bosila. The sample were been chosen from Socio-Economic

Classification (SEC) of the rural consumers. Literacy level was ranged

from zero exposure to education to school drop outs.

The age of the respondents was range from 18 to 65 years. Stratified

random samplings were used to get a fairly accurate cross-section of the

population and to ensure purity of research results.

It is a method of sampling that involves the division of a population into

smaller groups in stratified random sampling. In stratified random

sampling, the small group are formed based on members shared

attributes or characteristics. These subsets were based on age, gender,

income, occupation, literacy level.

Tools of Data Collection:

For primary data collection we used questioner which is made on local

language for people’s better understanding, and for secondary Data

collection we took help from many advertisement agency profile, their rural

framework, government report, internet and many journals.

Data Processing:

In data processing section we worked as two team, one filtered data

according to our variables, they also made graphs and insights for final

proposal paper and another team worked to collect secondary data from

several sources, finally we completed literature review and pasted whole

information as research findings paper.

Page | 16 Advantage of the study:

To collect secondary data we got help from many friends and teachers, news

agencies and advert agency helps us well, to complete research report we

got help from course coordinators and others as well, and team

understanding was outstanding, whole work completed as recreation

system & the communication to the area was not so bad.

Limitations of the Study:

People were not so communicative to give information; many people avoid

us from fieriness and to collect information from female samples were so

tough work. Businessman and day laborer were not intended to talk with

team, many people talked on non-related topics and it does take much time.

Page | 17 Findings and Observation

Executive Summary:

Advertisement is the most effective promotional way to promote any product or service to mass people, and the basic consumer in Bangladesh are rural people and maximum of them are poor, From the conducted study we faced many situation what are not related even with the topic, we faced that even many people in village area whom are not related to direct or indirect marketing, even they have no time to watch TV or to read news paper to know about any product or service, they are totally depend on local retailer, retailer refers any product or service as good one and they are used to be used to with that product or service firstly, another way is they know the product from relatives using habit or mouth to mouth marketing.

Direct marketing system like conventional media of TV, Radio, newspaper, long festoon, pestering, campaign or public relations are not much effective on maximum of them.

But one interesting thing is “social media” basically facebook is much effective than others conventional media, much of young rural people are using facebook via cell phone and somewhere facebook also help them to choose their product and lifestyle.

In first time we did not mention social media advertisement impact in our research content and we also did not conduct any question in our questioner, but in practical field work we got this information’s from many in-depth interviews.

Finally we mentioned this social media impact in our suggested advertisement framework, primary data filtering process was totally non-biased, to collect secondary data we took help from countries Three largest advertising agency “Asiatic JWT, Gray advertisement ltd and watermark communication Ltd”, many government journals and internet.

We hope the submitted findings will be filtered and maximum percent acceptable to innovate any kind of advertisement framework on based on this study paper.

Page | 18

0% 10% 20% 30% 40% 50% 60%

Illiterate

School drop out

SSC/HSC

Higher educated

Education chart

Job holder Day Labour Businessman Others

50%

14%

32%

4%

Occupation

Unit of Study summary:

The area of research was Bosila, a rural location of Dhaka District near

Mohammadpur, to choose

our Unit of study we

sampled people as per our

mentioned sampling

process, if we look forward

to our sample of 50

respondents education

level we got 25% of them

illiterate and 52% are

dropped school before they

sit any public exam, 0% higher educated and another 23% has SSC or HSC

certificate, Madrasha education also covered as level of General education.

And in

occupation

selection we

mentioned all

kind of

monthly salary

based working

people as job

holder and

their

percentiles is

maximum than

others all occupation 50% and the second one is business man like all kind of

small and medium and of course big, their percentiles gone to 32%. Next one is

day labor its mentioned rickshaw pooler, brick field worker and etc their

Page | 19

18%22%

20%

6%10%

12%8%

0%4%

0%

14-24 24-34 34-44 44-54 54-64

Age Levels

Male Female

24%

76%

0%0%Gender

Female Male

percentiles is 14% and the last category was students and housewife, we

mentioned them in others section their percentiles was 4%.

And in gender case we

got maximum of our

sample male their

percentiles is 76%, we did

not found any female

student as our sample,

maximum of male sample

were businessman and

2nd maximum was

rickshaw pooler, we got

only 3 male student as

our male sample.

And female sample percentiles are 24% and maximum of them are day laborer in

household and second maximum are garments worker.

And the final details of them are age limit, we divided our samples to Five

categories as per their age limit, its start from 14 and ends are 64, we select break

limit are 9. The major categories are 14-24(male 18% female 12%), 24-34(male

22% female 8%), 34-44(male 20% female 0%), 44-54(male 6% female 4%) and 54-

64 (male 10% female 0%). The mentioned four categories are the brief details of

our Units of study.

Page | 20

10%

68%

0% 22%

Program Preference:

Findings Details:

To find the major impact we highlighted on both Electronic and print media,

basically TV and newspaper is most used communication media in rural

area, people are used to watch TV often and minimum educated people are

often read newspaper, for that reason corporate houses also choose this

two media to

promote their

advertisement for

rural people.

Since our research

area was Dhaka

based rural

location we also

highlighted on

some others

advertisement communication media like online, billboard, direct campaign

etc.

From the major findings we got that 66 %( male 48 female 52) of rural

people watching TV and they all have TV on their own home, and 20%

people watching TV sometimes and

maximum of them have not own TV,

interestingly we got 14% people they

did not watched TV ever and

maximum of them took decision to

don’t watch it from their religious

view.

Than we found those TV watched

peoples program preference, 68% of

Page | 21

Bangla

Hindi

English

48%

49%

3%

Language preference:

0%

10%

20%

30%

40%

50%

Watch Don’t watch

Channel change others

advert watching Ratio in electronic media

them watch only Drama-Movie on TV and maximum of them are female and

old aged male, 10% has

major interest to watch

News and all of them

are male rest 22% are

several program

watcher, like sports,

reality show etc and

maximum of them

young. And in program

or channel watching

time 48% people are interested to watch programs in Bangla language, 49%

feel good to watch program on Hindi channel and rest 3% are used to watch

TV on English Language and all of them preferred Star Movies and National

Geography channel as their watch wish list.

When we asked people about their activities while advertise are showed on

mid break of their favorite program 40% of them said they watch advertise

also, because they don’t want to miss any moment of the program, and

Page | 22

0% 10% 20% 30% 40% 50% 60%

Yes

No

Sometimes

News paper readers Ratio

0%

20%

40%

60%

80%

100%

Reader Non-Reader Sometimes others

Newspaper advert reading ratio

36% said they change their channel during advertisement on program mid-

break or starting, 4% said they stopped watching TV and start another work

when advertise on-aired and interestingly 20% young and mid-aged people

said they love to watch advertise, according to their opinion advertisement

is much conceptual and emotional effective from any kind of others

program.

And about news paper and others print media we got only 32% people

whom are interested to read or buy news paper or to west time to read a

roadside poster or billboard and maximum of them are male, 58% people

said they have no interest on newspaper or print related communication

media and 10% mentioned it as their sometimes hobby.

And when we asked them about their habit to look after on advertisement

Page | 23 what published in news paper or bannered in many communication

materials 80% of them answered they don’t read that advertisement, 13%

said they are used to find advertisement also basically job or tender

advertisement only and 7% was relaxing reader its mean when they had

enough time to west then they look forward to those advertisement.

We talked with people about direct marketing like mouth to mouth

campaign and folk media using campaign like campaign for aids but 80%

response was its doesn’t work except any occasional issue like Waj-Mahfil,

government notice, electric bill payment issue etc, the major things is

traditional media does not work as advertisement media in rural area based

on city side.

Page | 24 Conclusions

The topic is not so small that it’s easy to measure total city based rural

consumer market of Bangladesh from a single study, and it was not our aim

even, we completed this study to learn the basic of research, which will help

us to work as a little experienced workforce for near future with research

houses as well.

The collected findings refers that TV media is most effective for rural people

to introduce theme with any goods or service, and in second position online

Media like Facebook etc is most effective. News paper is not much

appropriate media for rural area as well.

From the various agency reports we also got the information that they even

don’t think about rural people feedback from their published print

advertisement.

Therefore this research were conducted totally by a armature team as their

first practical field work, hope the next work will be much concrete as well.

Thanks for your patience look after

Page | 25 References

Advertisement agency manuals:

1) Asiatic marketing Communication Ltd

2) Watermark Communication Ltd

3) Gray Advertisement Ltd

Annual Report:

1) Uniliver

2) Sesame workshop Bangladesh (SWB)

3) Ministry of ICT

4) Asiatic JWT

5) Watermark PR

Web support:

1) Wikipedia

2) The rural psychology (online journal)

3) Mind share annual information (research firm)

And people of Bosila, whom help us to get correct information and choose

the correct people on demand of our variables.