If you are selling your product to a targeted audience, you want to reach that audience. While this seems straightforward, it is so easy to get it wrong. Advertisers often make the very common mistake of adopting too broad of an approach. Reaching 20,000 of the right consumer is much more effective in the long run than reaching 1,000,000 of the wrong consumer. It is critical that you think through the value of targeting the audience that will be most likely to respond to your offer.
Rural America has many facets and understanding them will help you improve your campaign efficacy. Simply refining to “rural” does not mean you are targeting effectively.