Advantages of Print Advertising
We are now living in an age of technologically-obsessed people, who just won’t feel comfortable, unless they are constantly connected to some sort of digital device. And as a result of this, the entire world has moved online. Some in the advertising industry would have you believe that print advertising is dead and buried. This couldn’t be any further from the truth, in fact, people find that magazines provide quality and accuracy, as they are trustworthy and impartial [Ofcom Report 2018].
Print advertising is very much alive and businesses who do use print in their marketing mix have the potential to significantly increase response rates. Here are five very important advantages to print advertising:
- Credibility
Print publications are still considered to be one of the most trusted forms of media around. Many of us are now finding it difficult to know which sources to trust online, however print publications are known to be unbiased and accurate when it comes to advice, reviews and quality of businesses that advertising - meaning they know what they are seeing and reading is of a certain standard.
In particular, the print publications that consistently offer readers high-quality and reliable content, have developed credibility. When brands place ads in respected and well known print publications, they will automatically receive the same positive, trusting feelings from readers that are associated with the publication itself.
What does this mean for you? This means that any content that you place in a print publication is seen as completely trustworthy and credible, making generating leads and sales a lot easier.
2. Brand Awareness
Branding and awareness is the start of any customer’s journey. It drives consumers' thought process when making purchasing decisions, especially when differentiating between competing companies.
According to ISPO news, “90 percent of all purchasing decisions are made subconsciously.” Therefore, with a good marketing campaign focused on your brand and business model, you will more effectively narrow in on your target audience and encourage them to feel connected to your brand.
Brand awareness, quite similarly to reviews, affects perceptions and attitudes, which drive brand choice and even brand loyalty. This means that without brand awareness, repeat purchases are less likely. And since print is one of the most trusted forms of media, what’s a better way to push brand awareness than through a credible publication.
3. Attention Span
This new digital age has almost completely killed the human attention span. We now surf the web with 5 different tabs open whilst posting a story on instagram, talking to someone on Facebook IM and attempting to stay on top of the new episodes of ‘Suits’ in the background. Consequently, we just aren’t as receptive to all this digital advertising happening around us.
However, print readers don’t and quite simply can’t multitask when reading a magazine, allowing them to be a lot more engaged and receptive to adverts within the publication.
4. Unplugging is in
Although we are tech-obsessed creatures as previously mentioned, we are slowly but surely realising and understanding the value of ‘unplugging’ every so often. When this rare (now growing) occurrence happens, we do tend to turn to print media as a form of entertainment and engagement.
5. Flexibility and options
Now with GDPR in place, many businesses have turned to print advertising as it allows you to target your ideal audience, without stumbling upon any trouble.
You are able to choose a specific industry focused publication, whether it be lifestyle, weddings, education etc and can also make decisions on where to place your advert based on the geographical location that the magazine is delivered in.
Print also allows you to tailor a campaign to fit around your budget. You can choose from a variety of spaces, whether it be a quarter, half or full page advert. This also means you will actually be working with a human being when buying your ad space, instead of relying on an online algorithm to decide where your ads will live!
Print advertising is very much alive but so is online advertising, and this is how it can help your business grow.
To find out more about how we can help grow your business, book a consultation now.
