In this article we will walk you through some of the main benefits of print advertising and why you should do it too! Before diving in we will first define what is meant by print advertising since it is often unclear. As the name suggests, print advertising is any form of advertisement that is printed on any tangible object. This not only includes advertising in magazines, newspapers, billboards but may also include advertising through printing on pens, notebooks, and really printing on anything tangible that you can possibly think of.
Here are the top benefits of Print Advertising
Print Brings Results
The effectiveness of print advertising is evident through the findings of the following study conducted by RAMetrics:
- Print advertisements has an average ad recall rate of 77% which is 1.7 times higher than media advertising
- Branding through print advertising is 185% stronger than branding through media advertisements.
In another study, conducted by “Nielsen Global Trust”, they found that nearly 65% of the print readers typically take more action after viewing a ad on newspaper (source).
Believe it or not but overall, the print advertising has a great potential to increase the ROI by nearly 240%. It is also worth noting, in the U.S. advertisers, they spent on an average of $167 on direct mail marketing which brings them over $2,000 worth of products sold for the advertising company. That is a 1,300% return of investment!
Limited distractions
Another key benefit of print advertising is that consumer face limited distraction when reading print material. For example it was found that consumers spend on average 43 minutes reading a magazine with limited to no distractions. Furthermore, research shows that consumers read text on paper much slower than on media allowing print advertisements to leave a deep effect on the consumer. All of the above is perfectly summarized through the finding that readers are 150% (approx figure) more likely to pay attention to the print advertising as compare to the digital advertising.
Longevity
This is best explained through a term known as “staying power”, which in the simplest terms means that once something is printed it stays in existence for a while. For instance after a consumer receives a print ad, they may leave it on their table, office desk, or simply forget it in a hotel lobby. In all of these cases and any other case the print ads last for at least a couple days, if not more. The networking effects of this “staying power” are simply invaluable.
Ability to reach target audience
Through print ads companies may not only target entire economies but they also have the option of targeting incredibly niche markets. If you are targeting local shoppers, male golfers or foodies, print allows you to easily target them. For example, you can place advertisements in niche magazines or in specific sections of newspapers that your target audience is likely to read.
Credible & reputable
The reputation of the print publication raises your print ad’s perception. When a print ad is placed in a respected print publication the positive feelings that readers express towards the print publication overspill on the print advertisement as well. Interestingly, it has also been found that readers are 140% (approx) more likely to confirm that they feel print ads are more interesting to them as compared to media ads.
A multisensory experience
Print ads offer an unmatched immersive experience. They allow consumers to see vibrant colours pop from pages, feel the weight and texture of the paper, hear the pages change, and can even smell the ink and paper. Such captivating experiences allow consumers to develop deep emotional connections with print advertisements.
Budget flexibility
Print advertisements are open to all budgets. Yes, billboard advertisements are expensive, however, advertisers of all budgets can find good and effective print options.
To summarise, the benefits of print advertisement are simply invaluable, making print advertisements a very effective way of marketing your products.
