Chapters in this book
- 1. Measuring Reach and Impact of "Ayushman Bharat Scheme" Among Dadri Villagers
- 2. An Exploratory and Analytical Study on Awareness towards Nasha Mukht Bharat Abhiyaan (NMBA)
- 3. An Exploratory Study on the Literacy Level of Girdharpur Community
- 4. A Study on the Smartphone usage Patterns in Girdharpur Village
- 5. Awareness, Participation and Communication Challenges in the New India Literacy Programme (NILP): Evidence from Dadri Village, Uttar Pradesh
- 6. From Campaign Visibility to Social Transformation: Community Awareness of Beti Bachao Beti Padhao in Dadri Uttar Pradesh
- 7. Bridging Educational Gaps through Community Engagement: A Community Connect Initiative in College Tilla, Agartala, Tripura
- 8. Women's Safety Awareness, and Self-Defense Preparedness: A Community-Based Study on Public Safety Practices
- 9. Community-Level Assessment of Awareness, Accessibility, and User Experience of the Pradhan Mantri Ujjwala Yojana: Evidence from Greater Noida
- 10. Digital Payment Adoption among Small Vendors: A Community-Based Field Study
- 11. Measuring Misfortune: A Framework for Identifying and Assessing Advertising in Rural Communities
- 12. Role of Digital Payment on Business Performance: A Study of Street Vendors in a Greater Noida Village — Impact and Adoption Analysis
- 13. Women’s Hygiene and Sanitation Challenges in Rural Areas: Pattern of The Residents of Girdharpur Village, Greater Noida
Abstract
Advertising practices in rural India exist within a landscape that is distinctly different from urban advertising. Lower literacy levels, a variety of languages, seasonal income, and reliance on interpersonal trust create a different communication environment. The paper seeks to assess the role of the traditional media of wall painting, radio and fairs in combination with new media, like mobile videos and WhatsApp, in creating awareness, trust, and influencing the purchase behaviour of rural consumers. The paper discusses the results of a mixed-method research strategy, employing structured questionnaires and informal interviews conducted in Dadri, which is a semi-urban location in Gautam Buddh Nagar. The paper concludes that although the use of mobile-based advertisements is becoming more prevalent, advertisements that include visual cues that have been adapted to the local context are the most effective. Price, durability, and availability of a given product are the main factors determining purchase decisions. The paper offers recommendations for the development of culturally conscious, affordable and trust-based advertising strategies.
Chapter information
| Chapter title | Measuring Misfortune: A Framework for Identifying and Assessing Advertising in Rural Communities |
|---|---|
| Author(s) | Ishika Sharma, Kavya Sirothiya |
| Book title | Exploring Grassroot Realties: Insights From Student Led Community Research |
| Editor(s) | Dr. Rajashree Sharma Adhikary, Dr. Mukta Martolia |
| Publication date | June 30, 2026 |
| Access | Restricted access |
How to cite
Ishika Sharma, Kavya Sirothiya. 2026. Measuring Misfortune: A Framework for Identifying and Assessing Advertising in Rural Communities. In: Dr. Rajashree Sharma Adhikary, Dr. Mukta Martolia (eds). Exploring Grassroot Realties: Insights From Student Led Community Research.