How to combine tourism with planning and design of beautiful countryside

Rural wall advertising is a form of advertising that has existed for a long time but is not taken seriously. As long as it is a slightly regular wall beside the village entrance, almost all walls are painted with wall advertising

Although wall advertisements are all over the roadsides in rural villages, few companies care about the communication effect and the value of communication

Overview of the development of wall advertising in rural areas of my country Wall advertising uses walls as media , a form of advertising in which corporate promotional text or pictures are drawn on the wall. It is divided into two parts: government policy slogans (can also be regarded as public service advertisements) and commercial advertisements. We mainly study commercial advertisements here

In the 1980s, rural walls began to be used sporadically for commercial advertisements such as feed and fertilizer. After more than 20 years of development, wall advertisements have begun to take shape

Nowadays, in various products In the battle to compete for the rural market, wall advertising has become an important part of the media mix

Analysis of the Communication Value of Rural Wall Advertising Why do walls in rural areas become an important carrier of advertising? First of all, with my country’s rural areas Related to the advertising media environment

For farmers, there are relatively few ways to access information

According to relevant survey results, watching TV and listening to radio have become farmers’ most frequent media exposure activities , the contact rates were 903% and 646% respectively, while newspapers had the lowest contact rate, only 64%

In other words, among the mass media, only television and radio are the advertising media that farmers often come into contact with

As for the outdoor media around us, there is no choice except wall advertising

Therefore, as an important part of the media mix, wall advertising has the opportunity to show its talents in the vast land of rural areas.

From the perspective of advertising effect level, wall advertising mainly reaches the awareness level, but the combined use of walls and other media such as TV can produce synergistic effects of media combinations

As far as the current rural media market is concerned, the cost of broadcasting TV advertisements is relatively high. The smart approach for enterprises is to use TV media to establish credibility and popularity, and then use cheap secondary media to consolidate the image and enhance audience memory

In the rural market, walls are secondary media with ideal cost performance and are suitable as auxiliary media for advertising activities

For example, Royalstar began to implement the "500 County Rural Sales Plan" in September 2001, integrating television Advertising and wall advertising were combined, and product promotion was a great success

Secondly, as an advertising medium, walls have unique advantages in rural areas

■ Low advertising production and publication costs Physical advertisements are relatively simple and do not require complicated technology to produce

The publishing media are ready-made walls of private houses, and the media costs are almost negligible

According to the advertising company we visited, generally There is no need to pay, and even if you pay, it is very cheap

As the price of media advertising continues to rise, the low cost advantage of wall advertising has become the key to attracting advertisers to place ads

■ One of the ideal communication effects is a high contact rate

Among all the interviewees, except for the illiterate villagers, all other interviewees said they had seen wall advertisements

Among the illiterate farmers who responded to the questionnaire survey, 67% would ask others about the content of wall advertisements

Therefore, the proportion of villagers who do not understand the content of wall advertisements The proportion is quite small

Since the village is relatively small in terms of geographical division, wall advertising in the limited space of the village not only has a higher contact rate, but also has a higher contact frequency

Gathering on the roadside at the entrance of the village to chat is a traditional pastime for farmers

Moreover, the wall advertisements on both sides of the road will also become the target of tourists, which to a certain extent expands the exposure of wall advertisements Scope

Second, simple publishing environment

Only one wall advertisement is published on one wall, the advertising environment is simple and less disruptive

Compared with TV advertisements and The barrage of radio advertisements and the listing of advertisements for various products in print media have very little interference

This is very beneficial to the dissemination of wall advertisements

Third , strong pertinence

We conducted a content analysis on the 53 wall advertisements investigated and found that local service products accounted for 22% of the investigated advertisements

6%. Followed by production means and transportation products

p> It is not difficult to see from this that wall advertising is highly targeted, and the published content is often products closely related to the production and life of villagers; and as a rare outdoor media in rural areas, wall advertising is also closely related to the advertiser's goods The display is closely connected and has the function of interacting with on-site sales

Rough wall advertising is not only unsightly and disgusting to farmers, but also makes farmers doubt the strength of the company and damages the product image

Inkjet printing wall advertising is a product that some companies require to produce in a refined manner. This type of wall advertising will be further developed in the future

The design and production of wall advertising should break the rigid model, in terms of form In pursuit of diversification, new forms of advertising such as suspense ads can attract attention and even set the agenda

In terms of content, wall advertising should also "do as the Romans do in the countryside" to avoid propaganda that interferes with farmers' cognitive structures and psychology. characteristics, cultural tendencies, etc., so as not to be affected by the selective behavior of the audience and go unnoticed

Secondly, there is a lack of effective supervision

The investigation found that rural wall advertising is arbitrary The phenomenon of graffiti

Random graffiti includes not only the random selection of graffiti on the wall, but also the form and content of the graffiti

This practice not only damages the surrounding environment, but also affects the overall image of the wall advertisement. , causing widespread dissatisfaction among villagers

The survey found that currently in rural areas, the release of wall advertisements lacks legal and regulatory constraints, as well as strict approval and punishment procedures

The lack of effective supervision is a constraint The bottleneck of the development of wall advertising is also the root cause of various problems

Therefore, in order for wall advertising to develop, relevant laws and regulations must be established and improved, and wall advertising must be included in a scientific and orderly supervision system.

The management of wall advertisements should be implemented by the village committee

The village committee is responsible for unified supervision of the location, content and form of wall advertisements in the village

The village committee must strictly control where wall advertisements can be posted and what form and content they can be posted in according to regulations

Secondly, a paid usage system for wall advertisements should also be established

Advertising companies need to pay fees to use villagers’ walls as advertising media. The advertising company signs an agreement with the owner of the wall to lease the wall, thereby clarifying the rights and responsibilities of the advertising company and the advertiser

If there is a problem with the advertisement, the villagers can file a lawsuit against the legal entity that bears responsibility in the agreement, which can also achieve the purpose of supervising the advertising company and promoting self-discipline

Third, there is a lack of statistical monitoring

The lack of support from survey statistics is another problem currently facing wall advertising

Most companies lack research and measurement of the communication effect of wall advertising. During the visit, when asked about the person in charge of the advertising company When talking about the data on the communication effect of wall advertising, we often get the answer: "It should be pretty good, otherwise there wouldn't be so many companies using wall advertising

" Conclusion Rural areas that have been baptized by the commodity economy Produced its unique form of advertising - wall advertising

The current situation of the rural advertising media environment determines the rationality of the existence of wall advertising. At the same time, the specific living environment makes wall advertising a popular form in rural areas. Advertising forms, and the low cost and highly targeted communication advantages make it an important choice for enterprises to enter the rural market

Of course, factors such as lack of effective supervision and monotonous communication forms also seriously restrict rural walls. The development of wall advertising

Therefore, if you want to improve the communication value of rural wall advertising, first of all, from a management level, wall advertising should be included in the legal supervision system and management should be strengthened; secondly, from the perspective of advertising From the perspective of production and release, walls and other media should be integrated and used to give full play to the synergistic effect of media combinations. In terms of design, production and communication forms, visual impact improvements should be made according to the requirements of villagers