One major myth we often hear is that Print Advertising is dead. To say that print advertising is dead is like saying brick and mortar stores are dead. We all know that simply is not the case. In reality, print advertising can be an effective way of reaching out to more potential customers. In this post, we are going to share five reasons why print advertising is not dead.
Reason #1: Tangibility
Print is unique, compared to the Web, because it’s tangible. Whether it’s a brochure, flyer, postcard or a full page newspaper advertisement, a consumer doesn’t need access to the Internet to obtain information. A person can feel and hold paper in his/her hands, file it away and retrieve it in the future.
Reason #2: It’s Powerful
It takes a consumer at least 6-7 times for a brand to stick in the mind. When you combine print advertising with online marketing, you’re providing your audience with a plethora of opportunities to view and remember your brand. When consumers need to utilize your product or service, they are more likely to remember a print advertisement.
Reason #3: It’s Easier to Navigate and Read
Reading and scrolling through content on a screen can be mentally draining, according to Scientific America. A study showed that Smartphones and tablets actually interfere with a person’s intuitive navigation of a text. Additional studies have shown that people prefer to read text in print when they want to have a clearer understanding of something substantive.
Reason #4: It’s More Memorable
Print makes a more powerful cognitive memory. Print materials stimulate the senses, such as smell and touch. Experts say that when a person hears the turning of pages, it stimulates the senses.
Reason #5: It’s More Personal
Online consumers are constantly being bombarded by one-size-fits-all online advertisements. If you know your audience, print advertising can be more of a one-on-one experience.
Lastly, when you use the right design and provide your audience with a strong message, you will automatically connect with them on a personal level. And when properly executed, print advertising can also help drive more online traffic.