I、The development history of rural wall advertising
In the 1980s, rural wall advertising, as an emerging commercial medium, was mainly used to promote products such as feed and fertilizer, although it was still relatively sporadic at that time. . After more than two decades of evolution, wall advertising has become an indispensable part of the battle for the rural market and an indispensable element in the media mix.
Farmers have relatively limited channels for obtaining information. Television and radio are the media they are most frequently exposed to, accounting for 90.3% and 64.6% respectively. In comparison, the exposure rate of newspapers is only 6.4%, and outdoor media such as wall advertisements have become farmers’ only choice for exposure to advertisements. Therefore, wall advertising can flourish in vast rural areas and become an important carrier for information dissemination.
One of the advantages of wall advertising is its low cost. It is simple to make and uses ready-made walls of private houses with almost no additional cost. Advertising companies say that the cost of publishing wall advertisements is extremely low, and can even be said to be free. This has become an important factor in attracting advertisers amid the current rising advertising costs.
The survey results show that wall advertising has a significant communication effect. Except for illiterate villagers, most of the interviewees said they had seen wall advertisements, and 67% of the illiterate farmers would ask others about the content of advertisements. This shows that the promotional content of wall advertisements can be understood by most villagers.
Due to the geographical characteristics of the village, wall advertisements have a high contact rate and frequency within the village. When villagers talk on the roadside at the entrance of the village, the wall advertisements on both sides of the road often become the focus of attention, further expanding the coverage of advertising. Moreover, the wall advertising environment is single and has low interference, which is conducive to the clear transmission of information.
Finally, wall advertisements are highly targeted. The survey found that advertisements for local service products and means of production and means of transportation that are closely related to farmers’ production and life account for a high proportion. This reflects that wall advertising is not only closely related to the lives of villagers, but also closely connected to on-site sales activities and is interactive.
Farmers have relatively limited channels for obtaining information. Television and radio are the media they are most frequently exposed to, accounting for 90.3% and 64.6% respectively. In comparison, the exposure rate of newspapers is only 6.4%, and outdoor media such as wall advertisements have become farmers’ only choice for exposure to advertisements. Therefore, wall advertising can flourish in vast rural areas and become an important carrier for information dissemination.
One of the advantages of wall advertising is its low cost. It is simple to make and uses ready-made walls of private houses with almost no additional cost. Advertising companies say that the cost of publishing wall advertisements is extremely low, and can even be said to be free. This has become an important factor in attracting advertisers amid the current rising advertising costs.
The survey results show that wall advertising has a significant communication effect. Except for illiterate villagers, most of the interviewees said they had seen wall advertisements, and 67% of the illiterate farmers would ask others about the content of advertisements. This shows that the promotional content of wall advertisements can be understood by most villagers.
Due to the geographical characteristics of the village, wall advertisements have a high contact rate and frequency within the village. When villagers talk on the roadside at the entrance of the village, the wall advertisements on both sides of the road often become the focus of attention, further expanding the coverage of advertising. Moreover, the wall advertising environment is single and has low interference, which is conducive to the clear transmission of information.
Finally, wall advertisements are highly targeted. The survey found that advertisements for local service products and means of production and means of transportation that are closely related to farmers’ production and life account for a high proportion. This reflects that wall advertising is not only closely related to the lives of villagers, but also closely connected to on-site sales activities and is interactive.
