Media Utilization Strategies Of Household Durables Advertising In The Rural Market

In the current situation of the growing-slow development of urban householdsdurables consumption, which had been neglected，is gradually waking into people’seyes, the huge potential of its existence has attracted the great attention of thegovernment and enterprises. However, given that there are significant differencesbetween the characteristics of the rural consumer market with urban residents, whichhas caused some obstacles for many companies to expand the rural market.Meanwhile, as the policies of subsidies for the purchase of homeappliances and vehicles expire, how to achieve a more robust and long-termdevelopment is to become the current hot topic of academic and industry. Therefore,to appreciate and explore the use of household durables advertising media strategy inthe rural market, increasing household durables advertising campaign in rural areas,for many families durables companies have become noting but urgent need tobecome a major issue.With the development of economy, implementation of preferential agriculturalpolicies and increasing income of farmers, there is a increasing demand of endurablehouseholds such as refrigerators, washing machines. Therefore, the enterprises ofedurable household should grasp the opportunity of this and seize more market shareof the countryside, which will be beneficial to expand profit space and promote thenew revival of the market and motivate consumption of countryside. Practice hasproved that ads are the essential main marketing tool of expanding market in thecountryside but ads should choose suitable media to achieve its dissemination. Toimprove advertising dissemination of endurable households of the market in thecountryside, it should take the unique consumption of residents in the countryside,media habits and present situation of media development in the countryside intoconsideration. What’s more, it should make use of the TV media, interpersonal mediaand environmental media reasonably to advertise based on the specific purposes. Forthe scientific using of advertising media, to promote the effectiveness of familyadvertising campaign in the rural market, to aim at a unique characteristic for ruralhousehold consumer durables market, and the current situation for media utilizationand the potential of family durables’ advertising in the rural market media, form aperspective of the television media, interpersonal media, environmental media havemade some high targeted, workable and effective strategy for households durables’ media utilization.While televisions influence increasingly fading in the city market, but in the ruralmarket, the television still has most widely coverage and the largest consumer mediacontacts, television is the ideal advertising medium that household durables industrycan use in the rural market. But the use of television can not be blindly, advertisershave to segment the market, identify the target market o advertising; then select theappropriate TV channels and television programs based on target audience’s exposurehabits and preferences; and choose effective advertising time based on the targetaudience viewing habits.Affected by the economic, cultural and lifestyle, rural residents are more trustingthe information that dissemination by interpersonal advertising media, interpersonaladvertising media become the most influential in the rural markets. Householddurables industries can flexibility to take advantage of interpersonal advertising mediato disseminate information, such as the usage of staff, the opinion leader’s impact,advertising designed and vivid with the topic of simplicity, to reinforce managementof negative reputation to ensure the image of corporate and product has a beneficialcommunication cycle in person to person.Environmental Media is an advanced form of outdoor media. Given theadvantages for environmental media are high-arrived rate, low sense of exclusion,relatively inexpensive, and otherness, this should have a great prospect in the ruralmarket. Enterprises in the using of such media to disseminate information onhousehold durables advertising should pay attention to innovate the form of billboards,to make a good use of kinds of facility media, to provoke the buying desire of theconsumer, or making use of some daily media to make the brand image into theaudience life.