广告扶农——发展农村广告市场的战略选择

一直以来农村是备受冷落的广告市场,除了医药、食品等少数产品外,许多产品的广告都是将农村作为区域城市附属市场定位的,这其中有历史经济的因素,也有人为的主观原因。农产品营销尚处于初级市场状态,人均广告投入少,这些都影响了农村广告市场的成长。农村是未来广告开发的大市场,广告主和广告人需要高度关注这个特殊的市场,应从战略的高度和长远的利益看待农民、农情、农资和农业品牌。深入研究农村大市场的发展规律和趋势,探究农村的文化、生活习俗与消费趣味,更要关注面向农村市场的广告营销策略,广告应成为促进农村文化建设和科技进步,推动农村品牌建设的新力量。

Advertisement Supporting Agriculture: the Strategy Choice for Developing Rural Area Advertisement Market

Rural area is always the advertisement market being completely left out in cold.Apart from medicine and foods,the advertisements of many products put rural area in a subsidiary place as city market.There are historical and economic factors for this,but subjective reasons are not neglected.Agricultural products marketing is still in a primary market state,and per capita advertisement investment is not enough,these factors have affected the growth of rural area advertisement market.Rural area is future market of advertisement development.The advertisement host and people should pay close attention to this particular market and treat the peasant,agricultural money,agricultural situation and agricultural brand from the strategy altitude and long-term benefit.We should study the law and trend of rural area market,probe into rural culture and life and consuming interests,and pay attention to advertisement marketing stratety to the rural area market.Advertisement should become the new strength of promoting rural area culture construction,advancement of science and technology,and agricultural brand building.