How Do Newspapers Influence Buying Decisions?
According to study findings, newspaper advertising is the top ranked media source. At every stage, newspapers hold considerable sway with encouraging consumers to make a purchase. All other forms of media (except web sites) diminish in importance when it comes to the purchase decision. How exactly do newspaper ads influence buying decisions? Here’s what you need to know about the consumer buying behavior theory, plus, print media advertising factors that influence sales.
What Is Consumer Buying Behavior Theory?
To understand consumer buying behavior, one must first understand how media works in communications. Media, such as newspapers, magazines, radio, television, word-of-mouth, etc., are vehicles for conveying the message of the marketer to the target audience to generate a response. Depending on the information and value provided through media, marketers can persuade or influence the behavior of consumers. The way that a consumer reacts to an advertisement, indicates how influential that advertisement is on the audience. To generate a response from the consumer, marketers need to consider whether their advertisement has an environmental, emotional, and attitudinal influence on the consumer. Emotional responses typically establish stronger associations with the consumer, so if you can connect with your audience that way, you will increase your chances of landing a sale.
Print Media Factors That Influence Buying Decision and Rates
Type of Newspaper
Placing your ad in a local newspaper is ideal if you want to attract the attention of people within your community. This is great for businesses who have specific locations in a region, or for companies advertising their web sites which provide products and services to a specific area. National newspapers will get more attention overall, but depending on the size and capability of your organization, you may be extending your reach too far.
Ad Placement on the Page
Do you want your ad to go inside the front cover? Inside of the back cover? Or do you want your ad in the middle of the newspaper or magazine? Depending on where you place your ad, you will get more eye traffic than others. It will cost more to advertise near the front or back of the magazine, but you have a better chance of grabbing your consumers’ attention before they close the magazine or newspaper.
The size of your ad is one factor that will influence the buying decision of your prospects. Larger ads will cost more than smaller ads, so you should identify how much you’re willing to invest to grab your audience’s attention.
Color pops out and draws the reader’s eye to your ad. Using color in your ad will draw the reader’s eye, especially in newspapers with large amounts of black and white. Colors provide visual impact, enough for effective media advertising. As for graphics, using an image can go a long way to inspiring a customer to make a purchase or contact you for more information.
Depending on what you are offering your consumers, you may need to be very specific about the kind of newspapers and magazines you post your ad in. For example, if you are selling products that are specific for young people, you will want to make sure that your ad is placed in a magazine that students often read. Or, if you are looking for people who work in large corporations in their mid-30s and 40s, you should post your ad in a magazine that appeals to this age group and the demographic.
Consumers tend to trust ads on television, newspapers, and magazines the most. About 60 percent of respondents trusted ads in magazines and newspaper ads, with 61 percent finding them credible. As you can see, print media advertising is still successful, relevant, and effective. Take Spotify for example. It is known for providing a platform for users to experience all kinds of music related to their favorite genres and styles. Its stunning use of dancing, fashionable models, and dramatic-colored backgrounds allows their ads to stand out. They also include their logo in their ad, and many consumers instantly recognize the ad’s credibility.
Another great example is Heinz’s “Seriously Good Mayonnaise” ad. The successful ad was designed to demonstrate why paying more for good quality is valuable. The concept is that when it comes to food, you can’t go cheap on quality. The high-impact ad showed a fridge door that opened to reveal simple ingredients for a delicious club sandwich. The Mayo stood on its own, on the top shelf, showing that it is an essential part of this healthy meal. Without compromising taste, Heinz promises consumers that they will still enjoy the delicious taste of their mayonnaise, with the added benefit of knowing it is made with quality ingredients. And the picture speaks a thousand words!
Get Print Media Advertising Support at Macromark
Many businesses are missing out on the opportunity to make direct contact with their prospects, and provide alluring deals and offers to their local communities. With the right guidance and support, you can create an effective newspaper advertising campaign that not only connects to your audience, but also entices them to visit your web site, online store, or physical store, and make a purchase. Building a newspaper campaign needs to be done the right way, especially when going against the competition, so working with a professional marketing agency will allow you to benefit from the advantages that come along with the medium.
If you want to experience the advantages of a successful print media strategy, contact Macromark. We can help you understand the pros and cons of print media vs. electronic media and this opportunity to grow your customer base. We can provide all the information, advice, and assistance you need to get your print marketing campaign up and running. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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