Print Advertising
In a growing digital world, you might be surprised at the continued relevance print marketing still holds when it comes to converting and gathering new leads for your company. A number of studies have shown that despite digital advertising’s growth, people behave differently when viewing digital ads vs. print ads.
A 2008 study printed in the Journal of Research in Reading, revealed that reading online ads may not be as rewarding as the printed word. Multimedia properties (various links and videos) have a tendency to distract the online viewer. They also leave little room for a person to interpret the message.
Print advertising has versatility
A print ad, banner, or car decal resonates with those exposed to them. A person can’t switch web pages or turn off their computer when viewing print advertisement.
Print ads have a pronounced advantage over digital ones:
- They provide quick, clear information.
- They attract the viewer’s gaze and hold it.
- There is a clear call to action.
- They allow for more creativity when offering a: promotion, or advertising an event.
- Print advertisement is concrete. The message will remain with a person despite their phone or device being turned off or out of reach.
Printed ads can be any size, shape or color. They can enhance an idea and become a work of art. In advertising, print can become larger than life. Larger than life ads, such as those on billboards, can drive traffic to a website, inform you of discounts, and be seen for miles all around.
Not all small businesses should shift to digital, according to Grensing-Prophal. Each individual business must analyze their target audience before redistributing the entire marketing budget.
You have to know your audience. Evaluate your clients and their specific needs to determine what will work best,” she said. “Don’t jump on the bandwagon just because it’s the latest big thing.”
