A Research On The Congruence Of The Advertising With The Audience In Rural

In recent years,with the implementation of policy,such as tax abatement, income increasement,the improvement of broadcast and TV, especially the implementation of "homeappliances going to the countryside"which is strated by accounting department and commerce department, there are good prospects of advertising market in rural areas.But,advertising in rural areas is not simple copy and transplantation of advertising in city.Advertising media, audience and consumer behavior in rural are regional and specificity.If we do not fully understand this point,it will be detrimental to the congruence of the advertising with the audience.This research oncentrates on three aspects for checking the the congruence of the advertising with the audience and exploring a more effective advertising strategy.First, through the questionnaire about the audiences'habit of contacting with media and case study of Jingzhou television channel LongShang,we know that TV advertising should be based in rural,but flexible and diverse mix of media should be attempted to avoid excessive dependence on TV.We should vigorously develop regional and professional media whose audience are farmers to integrate the dispersed audience resources together.Second, through the psychological analysis of advertising audience in rural,we find that they are concerned about advertising, in the case of a utilitarian needs. Price, quality and service-focused advertising appeals are more effective. We must resolutely remediate advertising which is too coarse,too long or False.Finally,taking the role of advertising in"homeappliances going to the countryside"for example, analyzing the impact of advertising on consumer behavior,we get that effectiveness is limited, if we rely solely on advertising with out a variety of marketing. In addition,advertising need a good after-sales service.