Print Advertising Is Still Alive
How many times are we going to read a story about the death of print advertising? In the time it takes to read this article, we’re sure another 10 will be printed making claims about the ineffectiveness of print advertising.
Yet, despite all of the critics pointing to diminishing ad sales as a clear cut sign that print will soon be the way of the dinosaurs, there are still many examples of how print advertising has been powerful. Of course, there’s no denying that new systems will have to be put in place to accommodate the current market, but that doesn’t discount the possibilities of print ads being successful right now.
Big Businesses Still Turn to Print
Big brands are no strangers to print advertising. Just ask Burger King. Earlier this year, the fast food giant took out a full page ad in the New York Post and Chicago Tribune to make a pitch to its rival McDonald’s. What Burger King proposed was a one day pop-up shop where both companies would join together to make and sell McWhoppers. Although McDonald’s turned down the offer, Burger King trended across social media with over 39,000 mentions.
Paper Glasses Print Advertising Campaign
Talk about a powerful campaign. When Mexico wanted to do something to help children in poorer regions with their eyesight, they developed what was called the Paper Glasses campaign. What they did was cut intentionally placed holes into black paper. These holes were capable of changing depth of field. They inserted these paper glasses into schoolbooks together with an eyesight guide that got sent to millions of underprivileged children.
Print Ads Raising Awareness
What’s most underappreciated about the print advertising is the potential for creativity. None of that thinking was in place when It’s Not OK and Home magazine teamed up for their Paradise Hill campaign. What they did was use the editorial pages to show high-income homes. Within those homes, readers could clearly identify that there were signs of domestic unrest. Blood on a railing or broken chairs are just a few examples. The images were powerful and showed that domestic violence isn’t limited to families of lower social class.
The thing about print advertising is that you have to know what you’re doing. When used correctly, it can be powerful, like the examples we’ve mentioned. A solid print advertising campaign can engage your audience on a higher level and help elevate your brand to new heights.
To get there, however, you need a company with a proven track record of success. Macromark is that company. We have over three decades of experience in print advertising and direct mail marketing. We know the strategies to take that will ensure you reach your targets.
7 Reasons Why Print Media Advertising Still Works
Although we live in a technology-driven time, print and newspaper advertising is still thriving. Companies are noticing the advantages of print media advertising to their success due to consumer interest. Here are some ways media buyers can benefit from print media.
Big Impact on Consumer
Print ads tend to make an impact on the consumer and stick in the reader’s memory. The combination of visual elements like infographics, pictures, and large text, with short and informative pieces of text, help the reader make connections and absorb the material faster and more effectively than via browsing through a web page or watching an ad on television.
Unplugging Is Appealing
People nowadays spend hours on their computers and mobile devices, so print ads come as a nice break. More and more consumers are seeing the value of unplugging occasionally as a way to untether themselves from the endless stream of images and information. Print media advertising helps engage people during this time.
Consumers who browse the Internet typically have a series of tabs open, the television on in the background, and their cellphone nearby. The experience can be overstimulating, making it hard to focus. This is where magazine and newspaper ads provide a solution. Since they require more focus to read and understand the words and information available, consumers don’t need to multitask. They can better absorb your ad without any major distractions, which makes it a more effective way to get their attention.
Print advertising allows businesses to target their exact audience by strategizing their ad placement. By focusing on the right cities and incomes, businesses can deliver their material directly to their most prospective customers.
Works with Other Mediums
Media buying can be an even more successful practice when combined with other media. Direct mail, print catalogues, and brochures can direct customer actions by leading them to your web site, social media pages, or to give you a phone call or even enter your store. Printed images are always a staple aspect of building and expanding brand image, and tools like QR codes can lead customers to take action and learn more about what you are offering.
Since the Internet is flooded with fake advertisements and spam, users tend to avoid ads for fear of the risk of getting a virus or dirty pop-ups on their screen. This is not a concern with print media, which adds the value of trustworthiness for the reader. People don’t view print media advertising as scams the way they do Internet ads, and print has been around much longer, which adds to its credibility as a media source.
Depending on your business, print media can be more cost-effective to you than other forms of advertising. Since the platform has been around for ages, there are many types of print media advertising (i.e., remnant ad space) that can meet your budget.
To learn more about how Macromark can help your next print campaign, contact us today.