What is the future development trend of rural wall advertising?

Wall advertising is to use the walls on both sides of the road to draw various promotional contents with colorful waterproof paints, or to use inkjet cloth or inkjet film to make advertising patterns. The former is called wall hand-painting , the latter is called wall printing, which is similar to advertising towers and street sign advertisements. Compared with other advertising forms, it is favored by the majority of enterprises because of its low cost, wide distribution, long-lasting effect, fast production, good visual effects, and conducive to enterprises to explore the middle and low-end markets. It is the most suitable form of advertising to expand the rural market.

Features

1. Wall advertisements are visible every day and are irresistible mandatory media. Wall advertising has become a beautiful landscape in rural areas. There are walls everywhere on both sides of national highways, provincial roads, and county roads, or around counties, towns, or at the entrance of villages. Physical advertising accompanies you; this is also unmatched by newspapers and television media.

2. High access rate and low cost per thousand people.

TV advertising: 150-280 yuan/CPM

Newspaper advertising: 50-120 yuan/CPM

Wall advertising: 5-10 yuan/CPM

3. Closer to the sales terminal. Wall advertising is the most powerful weapon to expand the rural market. Wherever the wall advertising reaches, there will be scenes of the product being sold well in the area. It can be in the fields, in farmyards, or in standardized stores. Wall advertising is the form of advertising closest to the consumer terminal.

4. Effective media amplifier. The memories left by newspapers and TV are short-lived, but wall advertisements are lasting reminders. In other words, if you run an advertisement on TV for a month and add wall advertising in the promotion area, the wall advertising will make the impact of your TV advertising last six months or even a year. At the same time, wall advertising is also repetitive. Wall advertisements are generally designed with strict reference to the company's visual identity system (VI), which may be repeated thousands of times in a province. Standardized copywriting, logos, and sonorous promotional slogans will form a lasting memory for the target market. effect. For example: Hualong Noodles and Tiantian Jian are engraved in the memory from the wall advertisements.

5. Wall advertisements are also friendly. Wall advertising has been with people for more than 100 years. No matter in the past or now, on national highways, provincial roads or county roads, in rural areas or suburbs, wall advertisements have silently influenced farmers' ideology and gradually broadened farmers' horizons. It plays the role of a beacon on the road of "home appliances going to the countryside" and "cars going to the countryside". It is a form of propaganda that comes from farmers and goes to farmers, and it has historical goodwill.

Advertising ideas

1. Contact the road administration and urban management departments to obtain the release requirements for roadside wall advertisements, carry out overall planning, and implement short-term and quick tactics.

2． Change the extensive and low-end paint construction methods of roadside wall advertisements and adopt other creative and advanced forms that are more eye-catching and beautiful.

3． Optimize the combination with the advertising publisher's overall publishing purpose, concept, advertising grade, taste, etc., fully consider environmental issues, so that the environment and advertising can be organically and harmoniously combined to improve the visual impact on the audience.

ZTE wall advertising

4. Give full play to the all-weather display effect of roadside wall advertisements, change ideas, and add humanistic concepts based on the actual situation of market development, consolidation, and development, and carry out necessary overall planning of space, density, form, etc.

5． Change the popular "big scan" idea and implement a high-quality positioning strategy for roadside wall advertising. Because large-scale high-quality wall advertisements can easily attract the attention of mobile audiences on the road and increase awareness and expectations of the products being promoted. Expectation is a hidden state of existence with a certain degree of ambiguity. Large-scale boutique roadside wall advertisements can make the ambiguity of expectations clear.

Construction steps

Typesetting--Stereotype--Finding the wall--Brushing the background color--Setting--Print--Character

When making Issues to note

Choose the location well

1. Eye-catching locations on both sides of national and provincial highways. Advertising in these two positions has a wider range of communication and is easily accepted by the masses.

During a long and boring journey, admiring roadside advertisements is a good way to spend time. The information conveyed by the advertisements is accepted by people unconsciously, without any coercion, and its interactivity is better than other coal advertisements. body.

2. The bustling market town. within this range. It is advisable to do some advertisements for agricultural products and some wall advertisements

for daily consumer goods. Nowadays, advertisements for home appliances and agricultural vehicles are more popular in rural areas.

3. Major intersections in counties and townships. Relative to national highways and provincial highways. Their spread is smaller, but if the product is mainly targeted at the rural market. This spread is also large enough.

4. Near villages and schools. The population in this area is relatively concentrated. And most of them are fixed groups of people. The attention rate is relatively high. Choosing a good wall publishing location is an important step. It can form a complete and effective publicity network, thereby achieving better advertising effects with less cost. Such as pesticides, fertilizers, agricultural films, seeds and other products that are closely related to farmers’ field work.

To publish legal advertisements

Wall advertisements

For the production of wall advertisements, you must find a regular and professional outdoor advertising company, because the quality of wall advertisements The quality of outdoor advertising directly affects the image of the company's products and the feedback effect of advertising. Regular companies have complete outdoor advertising procedures and register with local industrial and commercial and urban management departments to ensure that the advertisements released are legal and effective. Otherwise, after the wall advertisement is produced, the competent authorities at the place where the incident occurred will not buy it and find various excuses to punish the enterprise, which will outweigh the gain and loss.

Factors that hinder the development of hand-painted wall advertising

The form of expression is monotonous

At present, the form of expression of hand-painted wall is roughly divided into two types. The most common one is pure text. The form is a combination of pictures and text, and the picture is the corporate or product logo. Some creative wall advertisements also use artistic designs related to advertising information, but such advertisements account for a small proportion. From this, it is not difficult to find that rural wall advertisements have a single form of expression and lack visual impact. The monotonous form of expression is the main reason that affects the memorability of wall advertisements.

Lack of scientific supervision

There is random graffiti on rural wall advertisements. Random graffiti includes both the random selection of graffiti on the wall and the form and content of the graffiti. This phenomenon not only damages the surrounding environment but also affects the overall image of wall advertisements, causing widespread dissatisfaction among villagers. At present, in rural areas, the release of wall advertisements lacks legal and regulatory constraints, and there are no strict approval and punishment procedures. The lack of scientific supervision is a bottleneck restricting the development of wall advertising and the source of various problems. Therefore, if wall advertising is to develop, relevant laws and regulations must be established and improved, and wall advertising must be included in a scientific and orderly supervision system.

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 communication effects when placing wall advertisements.

Wall inkjet printing

Compared with traditional wall advertising, that is, hand-painted walls, wall inkjet printing is characterized by delicate pictures, bright colors, realistic images, and stronger visual impact. , achieving a qualitative leap from cartoon patterns and simple text to arbitrary colorful patterns. It has changed the low-end impression of wall advertising in people's minds in the past. It is an upgrade of hand-painted wall painting and an epoch-making event in the history of wall advertising development. revolution, and also provides advertisers with a highly cost-effective way of publicity. Wall printing is divided into two categories: wall printing cloth and wall printing film.

The difference between "inkjet cloth" and "inkjet film"

Inkjet cloth and inkjet film are almost the same in appearance, with clear picture quality and bright colors. When installed on the wall, you can see There is not much difference; but after the installer leaves the site, the difference quickly appears. If the spray-painted cloth is fixed with angle steel or square tubes, it can be easily dismantled on roads or in rural areas outside the city and sold as scrap for money. Therefore, it often cannot be stolen for a long time, or even more than a month during the construction period. Just after it was full, more than half of it was lost before it was accepted. This is an unexpected result for the business in the office; even if it is not fixed with steel, it is only fixed with wooden strips and cement nails. Needless to say, there are many well-located walls. The owner does not allow large nails to be driven into his house. Even if he reluctantly agrees to order it, it is still difficult to keep it because it is easier to dismantle. The thick spray-painted cloth is easy to tear off and use it as a plastic sheet to cover crops. In addition, it is often collected as tatters. Buy away.

The inkjet film completely solves the above shortcomings of the inkjet cloth. It uses advanced processing technology to make it very thin. After being pasted on the wall with glue, it almost becomes one with the wall. It can only be removed by hand. Take a small piece and cannot tear it off in a large area. The torn piece has no value. This fundamentally avoids the possibility of continued damage and basically meets the purpose of manufacturers and merchants to continue to publish outdoor advertising. At the same time, because angle steel or square tubes are omitted, the price is relatively low, and wall advertising inkjet film has become the first choice for wall advertising of home appliances and cars in the countryside. The more successful cases include Changhe Automobile wall inkjet printing, Hafei Automobile wall inkjet printing, Changan Automobile wall inkjet printing, Dongfeng Xiaokang wall inkjet printing, Chery Automobile wall inkjet printing, BYD Automobile wall inkjet printing, Midea Electric Wall Inkjet Printing, and Skyworth TV Wall Body printing, Haier electrical wall printing, Hisense electrical wall printing, Changhong TV wall printing, Meiling refrigerator wall printing, Xinfei electrical wall printing, Gree air conditioning wall printing, Chunlan air conditioning wall printing... .

Wall advertising in rural areas

In the 1980s, rural walls began to be used sporadically for commercial advertising such as feed and fertilizer. After more than 20 years of development, wall advertising has begun to take shape. Nowadays, in the battle for various products to compete for the rural market, wall advertising has become an important part of the media mix.

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, with exposure rates of 90.3% and 64.6% respectively, while newspapers have the lowest exposure rate, only 6.4%. 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 but wall advertising. Therefore, as an important part of the media mix, wall advertising has the opportunity to show its talents in the vast rural land. 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 television can produce a synergistic effect of the media combination. 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, combining TV advertising and wall advertising, and its product promotion was a great success.

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

Low-cost advertising production and publication fees Wall advertising is relatively simple and does not require complex technology to produce. The media is released on the wall of a ready-made house, and the media cost is almost negligible. According to the advertising companies we visited, there is generally no need to pay, and even if you do, it is very cheap. Today, as media advertising prices continue to rise, the low cost advantage of wall advertising has become the key to attracting advertisers to place ads.

Ideal communication effect

First, higher 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 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 is quite small.

Since villages are 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, wall advertisements on both sides of the highway will also become targets for tourists to watch, which to a certain extent expands the scope of exposure to wall advertisements.

Second, pure publishing environment.

Only one wall advertisement is posted on one wall, and the advertising environment is simple and less disruptive. Compared with the barrage of TV and radio advertisements and the list of advertisements for various products in print media, wall advertisements are very intrusive. This is very beneficial for the dissemination of wall advertising.

Third, strong pertinence.

We conducted content analysis on the 53 wall advertisements surveyed and found that local service products accounted for the most, accounting for 22.6% of the surveyed advertisements, followed by production materials and transportation products.

It is not difficult to see from this that wall advertising has strong pertinence, 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 display of goods by advertisers. Connected, with the function of interacting with field sales.

The future development trend of rural wall advertising

From "Agriculture learns from Dazhai, industry learns from Daqing" to "Everyone works together as one to build a new countryside", from "Hardworking people everywhere , work together to build a moderately prosperous society" to "we need both gold and silver, as well as clear waters and lush mountains", from "science and technology are the primary productive forces" to "creating a harmonious society", these wall slogans are left behind by China's 30 years of reform and opening up. Historical footprints. People may ask: In today's increasingly developed world of information, is there still a market for wall advertising in rural areas? The answer is undoubtedly yes. Because in the short term, China's urban-rural dual social structure will not change. Walls will still be the main media for outdoor advertising in rural areas with relatively backward economies and weak infrastructure. They are full of local flavor, local characteristics, vivid images, and easy to understand. Easy to remember wall advertisements can still attract the attention of rural people. It is foreseeable that wall advertising will further develop in a more standardized, harmonious, colorful and humanistic direction, and it will also make greater contributions to the construction of my country's new socialist countryside. With the progress of the times and the in-depth development of rural social economy, in the further future, walls will gradually be replaced by other better outdoor media (such as billboards, etc.). By that time, wall advertising will be completed. Its historical mission can be withdrawn from the stage of history.