What Is Print Advertising
Print advertising is a type of marketing that uses different print media channels for advertising to reach a broader target audience. Companies advertise their products on different print advertising channels such as newspapers, direct mails, brochures, magazines, billboards, etc.
Many people think that print media has simply become obsolete. Yes, it is true to some extent, but on average, the companies in the United States spent 25 billion USD on print advertising annually. This figure is pretty low in comparison to the past, but it is a solid indication that print advertising is still an integral part of modern marketing strategies.
4 Types Of Powerful Print Advertising.
Newspaper ads are still highly regarded as a useful marketing tool for getting the message out to a particular audience. Consumers that read newspapers are proactive and engaging. Newspaper ads are also affordable, trustworthy and create a lasting impact.
Magazine ads can give your brand center stage in popular publications across an immediate area or the United States. High-definition displays can target a specific demographic or industry and stick with readers long after they close the magazine. Plus, when it comes to magazine ads, you are only limited by your creativity.
If you do your research, you can target a specific demographic in direct mail. You can also measure your result using a variety of methods. Direct mail is cost-effective and highly individualized to the recipient. Plus, there are many flexible options based on your criteria.
Even in a technology-driven world, few marketing tools put you in direct touch with your audience as well as brochures. Brochures establish your authority, credibility and brand all in the same format. They hold lots of information that you can distribute to hundreds of people in a single sitting. Plus, brochures are among the most affordable ways to get the word out about your business.
Is Print Advertising Still Effective?
The answer is, yes, it is.
While it is true that digital advertising has surpassed print advertising as the leading form of marketing in the U.S., print isn’t going away any time soon. High conversion rates, strong audience demographics, company reputation, and print’s unique interactive format keep it in the marketing mainstream year after year. Let’s take a look at some of the benefits of print a little closer.
1. Print Advertising Reaches People in a Unique Way
People interact with print advertising in ways that are different from digital advertising. For instance, a viewer has a much higher chance of recalling an ad in print format than digital. Also, consumers in general place a higher value on products and services that they see advertised in print than they do online.
Consider these current trends in marketing:
- Customers spend more time reviewing print ads.
- The amount of information a customer absorbs is higher with print ads.
- The emotional reaction after reading a print ad is much higher.
- Consumers are willing to spend more after viewing a print ad.
- Viewers subconsciously see products in print ads as being valuable.
2. Print Ads Have High Conversion Rates
One of the reasons why print marketing costs more than digital marketing is because it is a more substantial investment. For example, according to the CMO Council, nearly 80 percent of consumers will act on direct mail ads compared to the less than 50 percent of consumers who respond to an email ad.
Companies can also count on the same high level of response in nearly every other type of print media. Whether it’s banners, business cards, newspaper ads or brochures, print media triggers consumer actions, making the conversion rates much higher.
3. Print Advertising Creates Credibility and Builds Trust
A company can spend thousands of dollars building a website, fine-tuning an email campaign or broadening their market reach on social media. Yet, they may still fail to establish the type of credibility that builds trust in the brand. Part of the reason for this is that the internet is congested with false and misleading information.
For this reason, print remains to be the most trusted source of advertising. When a consumer views a print ad, they automatically assume it is coming from an established and reputable company. According to a Nielson survey, the top 10 ranked formats that earn the highest percentage of consumer trust include:
- TV ads
- Newspaper ads
- Magazine ads
- Billboards/outdoor advertising
- Radio ads
- Online videos
- Search engine results
- Social networks
- Ads on mobile devices
While television and radio may still dominate a large portion of advertising, newspapers, magazines, and brochures continue to garner the highest levels of consumer confidence.
4. Strong Audience Demographic Targeting
There is a misconception that print advertising does not target specific audiences. It is true that technology allows companies to refine their marketing efforts on digital platforms. However, a significant amount of research and marketing strategy goes into reaching a target demographic in print advertising.
For instance, a company may create a social hashtag or use a unique promo number or tracking code or set up a specified point of contact to monitor the success of their marketing campaign. Also, a business may set up a quick response (QR) code or customer survey to determine the effectiveness of a given strategy.
Is Print Advertising Still Effective in the Digital Age?
Print Advertising Has Unique Way to Reach Audience
Print advertising is different from digital advertising in several ways. For instance, people generally find it easy to recall a print advertisement. Similarly, the trust factor is also in favor of products or services in print ads rather than online ads.
Here are some interesting marketing trends:
- Customers’ reaction towards print ads is more “emotional” than online ads.
- Print ads are a better “information absorbing” source for customers as compared to online ads.
- Products or services in print advertisements hit the subconsciousness of people in a better way.