Estimated time: 40 minutes
Category: Print Advertisements
OVERVIEW & PURPOSE
Print media advertising is a mass communication vehicle that is distributed through print publications, such as magazines and newspapers, to reach consumers, business customers and prospects. Advertisers often use digital media, such as banner ads, mobile advertising, and advertising in social media in tandem with print media to reach the right target audiences. Advertisers often tap into the power of integrating marketing campaigns across digital and print channels. Globally, The proliferation of digital media has led to a decline in advertising expenditure in traditional print media, but print is evolving as an indispensable part of integrated digital strategy.
We have created this module for those who want to understand the mechanics behind creating successful print advertising campaigns, especially in today’s digital world. Today, more than ever, it has become important for those in marketing and advertising to analyze different print channels and their effectiveness in enhancing advertising campaigns. When you know how print works with digital, it will be much easier to create a seamlessly integrated campaign.
By the end of this module, you will be able to:
- Understand how businesses can benefit from advertising through the medium of print ads and the different types of print channels available.
- Analyzing the pros and cons of their product or a brand through print media.
- Making a conscious decision about which print medium will be most appropriate for a particular type of product or campaign.
- How digital and print advertising content can go hand-in-hand to create a memorable user experience.
- Print ads
- Types of print ads
- Applications for print campaign advertisement in the digital age
LEARNING OBJECTIVE 1
Understand how businesses can benefit from advertising through the medium of print ads and the different types of print channels available.
KEY TEACHING POINTS
When an advertisement is printed on paper – be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium – then it usually comes under the banner of print advertising.
While it is true that a lot of traditional communication materials are going digital, print is far from extinct. Just take a look at the magazine section in your local supermarket, or even how many books are sold on Amazon every day. Print is still very much alive; you just have to know how to leverage it so it complements your other marketing efforts. Let us take a look at some of the common types of print advertising channels marketers use to create integrated marketing campaigns.
Newspaper advertising includes publications such as national, local and community newspapers. According to recent research conducted by Dun & Bradstreet, small businesses have an advantage over national businesses when it comes to newspaper advertising.
Magazine advertising includes advertising in regional and national magazines. Magazines present an effective way to brand your business. A magazine gives you freedom to focus on creating an ad that’s visually appealing. Appearances might not count as much if your goal is to simply attract customers. However, appearances count when you’re working to increase your visibility and build a public image.
Directory advertising includes advertising that appears in places such as the Yellow Pages and regional or industry directories. For example, your local Chamber of Commerce probably prints a directory that contains all its members and their business information. Appearing in such a directory can potentially help you tap in to a new client base — depending on your target market. Appearing in the Yellow Pages can help, as well.
Additional Print Advertising Methods
Additional print advertising methods include brochures and flyers. Brochures are sometimes found on display racks in public places. You might see flyers on windshields or inserted into newspapers. Postcard advertising also falls into the category of print advertising. Usually, one side of the postcard contains a print ad and the other side contains a mailing address.
Do you offer a product or service? List down all the possible ways in which you could market your offering using print advertisements. Provide rationale for your choices.
LEARNING OBJECTIVE 2
Analyzing the pros and cons of their product or a brand through print media.
KEY TEACHING POINTS
Below are some of the factors that make print media so effective.
The printed word even in advertising can be highly informative, as opposed to the sketchier brief messages of television and radio. A small company has the ability to completely explain the features and benefits of its product in a one-page magazine or newspaper ad.
Impact Lasts Longer
Small companies using print in advertising can expect the impact of their messages to last longer. The yellow pages, for example, are available 24 hours per day and seven days per week. Magazines and newspapers get passed around to other readers. That’s why both magazine and newspaper publishers keep both circulation and readership figures on their publications. So, if you complete your due diligence, you would likely be able to get a great ROI on your print campaigns.
Building An Image
Business owners use print media advertising to build a positive image. For example, a vacation resort company may use imagery in its brochures to entice consumers to visit. A beach resort company may use print to get the reader to imagine basking in the sun, lying on its pristine, white beaches. Pictures on their own brochure can further entice the consumer through visceral experience
Savvy entrepreneurs and marketers can also better target and position their ads through print media. For example, a small health store may mail physical brochures to reach people who buy vitamins in the local area.
Brainstorm some content for a pamphlet for distribution in your society regarding a health camp organized by your group for the purpose of spreading awareness about diet and nutrition among school-age kids. Keep in mind that your pamphlet has to be informative, your CTA crisp and memorable and you should be able to visualize and target a specific group of customers who would be interested in attending this health camp.
LEARNING OBJECTIVE 3
Making a conscious decision about which print medium will be most appropriate for a particular type of product or campaign.
KEY TEACHING POINTS
Still not sure if investing in print media is right for business or not? According to Forbes Magazine, print materials and publications offer your customers and prospects a brand experience that can’t be replicated online. Below are 6 reasons that stress the importance of print media and why your print media publications will make a lasting impact on your target market.
- Print Is Tangible
- Print Is Credible
- Print Helps You Establish Your Brand
- Print Helps You Reach Your Target Market
- Print Is Engaging
- Less Effort, More Results
You are a marketing campaign manager onboarding and training a new graduate. List practical examples, anecdotes and instances for three out of the six factors above that you can use to explain the significance of print advertising in today’s digital world.
LEARNING OBJECTIVE 4
How digital and print advertising content can go hand-in-hand to create a memorable user experience.
KEY TEACHING POINTS
Print and digital advertising are well suited to reaching across a spectrum of demographic groups. Digital advertising helps cast a wider geographic net to draw in a specific kind of customer, whereas traditional print advertising is often more effective at driving business at a local level. Exploring how each advertising channel reaches the reader, and how much those ads cost versus how much they return on the investment, is important when it comes to deciding what ad scheme is best for a particular company or product.
Companies on a budget can carefully focus on a very select digital ads target demographic in order to maximize their ad campaigns’ impact per dollar. Simply put, a digital ad has the potential to offer an advertiser greater control over who sees it, which means less money wasted on people who have no interest in the general subject of the ad. Digital advertising is also particularly helpful for generating useful marketing information
When it comes to print media advertising, circulation is everything. The more circulated a printed publication is, the more readers the included advertisements receive. The downside of print advertising is that even when placed in well-read publications, the ad may simply not apply to many of the readers. To counteract the sometimes lackluster readership response to a print advertisement, a company should post the ad in a topically relevant magazine.
You are a marketing consultant presenting your print-digital integrated marketing strategy to a board of directors at your client’s company. Come up with a persuasive pitch as to why print combined with digital will help the company achieve a high ROI.
List down any one business which you think uses mostly digital advertisements but needs to shift to focused print ads in order for their products to create a lasting impact in the market. List each business, give rationale for why you picked that brand and how they could benefit from print ads.
Describe activity that will reinforce the lesson