Which of the following is a reason to use newspapers for a media advertising campaign

It isn’t newsflash that the digital landscape has grown strongly in the advertising industry. That’s why we decided to highlight and give appreciation to one of the oldest advertising tools - Print!

Print advertising refers to advertisements in newspapers, magazines, posters, brochures, direct marketing, and several other physical media channels. How people consume print advertising has changed over the years. Many marketers believe that print is falling behind, but we think the opposite.

Unfortunately, print cannot be tracked and analyzed as accurately as with digital marketing campaigns. But there are creative ways to incorporate print into digital channels, as well as physical channels.

In the next part of this article, we explain the benefits of print advertising.

3 Strong Benefits of Print

1.Longer Concentration Rate

The digital impressions that occur around us are usually several at the same time. We get notifications on our phones, while we surf on the computer, and listen to the radio in the background. But when we use print, we rarely multitask with anything else.

Print makes it easier för advertisers to capture the reader’s attention because the person is focused on the newspaper, brochure or magazine. The reader is not distracted by other digital impressions and is more open to the messages in your ad.

2. Communication Stays Longer

The newspaper or magazine is often kept or saved for a longer period of time. There’s a good chance that the reader will open and read the magazine several times. The person will most likely see your ad more times than he would have done if it had appeared on a digital platform.

3. Cost-Effectiveness

Print can make your budget more cost-effective. Instead of trying to reach as many people as possible, your print ad can reach an interested audience for a smaller amount, depending on where you advertise. For example, local newspapers often offer several different options to suit most advertisers’ budgets.

3 Examples of Creative Print Advertisements

Below are some of the world’s most acclaimed print ads. These prove that advertising doesn’t have to contain impressive graphic elements or long paragraphs. By using simple elements, the message will be clear and easy to understand.

World Wildlife Fund

Sharks are a big scare for many people, but in this advertisement, WWF (World Wildlife Fund) claims that the ocean without sharks are more terrifying. They are saying that exploiting the ecosystem also threatens human lives. Exploiting the ecosystem also threatens human lives.

McDonalds

An old, but very popular ad by McDonalds. In 2009, it wasn't obvious with free Wi-Fi in public places, but McDonalds promoted its free Wi-Fi in a creative and fun way that many people talked about.

HBO

The streaming service HBO announced the Game of Thrones series by covering two full pages with a shadow of a dragon in the New York Times. The eye-catching ad hinted about the dragons that would play important roles in season 3.

Next time you're planning your ad campaign, include print as one of the elements. If you are not fully ready to invest in print, we recommend reading our article on how you can combine display and print in the same campaign. You can find it here!

Newspaper advertising is an important component of successful advertising campaigns. That’s right. Advertising in newspapers still yields results, at least for our clients. Included below are four reasons newspaper advertising should still matter to your business.

1.     Newspapers have a highly educated and affluent audience.

Studies show newspaper readers have more discretionary income than non-readers. This means they have more money to spend on entertainment, eating out, travel, you name it. According to the Ipsos MediaCT’s 2012 Mendelsohn Affluent Survey, 82% of those with household incomes of $100K+ read at least one of the 150 measured print publications. When advertisers utilize newspapers as part of their media strategy they are more likely to swing some of that extra cash their direction. Additionally, newspapers attract the highly educated or at least those who know how to read. If you are looking to reach smart, wealthy consumers, then download our white paper to learn how newspaper advertising can help you achieve your goals.

2.     Newspaper sections provide advertisers with unique targeting opportunities.

Newspapers are segmented by section which allows readers to easily flip to their desired section whether main news, business, sports, travel or entertainment and read whatever appeals to their interests. Within each section advertisers can strategically place ads that coincide with the subject matter. For example, an ad for Carnival Cruise Lines would have a better chance of success if placed in the travel section as opposed to the main news section next to a story about a shipwreck or power outage. When advertisers take the time to strategically place ads within a newspaper, they are able to target their desired audience much more effectively while still reaching the masses.

3.     Newspapers are said to be more credible than any other medium.

Credibility is important, especially when it comes to advertising. If your audience doesn’t believe the messaging in your ads, then they are not going to be moved to action. It doesn’t take a rocket scientist to figure that one out. Consumers consider newspapers to be more credible than any other medium. In the 2013 installment of “How America Shops and Spends,” a research report compiled by Frank N. Magid Associates, newspapers ranked first for “most believable and trustworthy.” So why not take advantage of advertising in this trusted form of media? Readers will be more receptive to your advertising if they believe the messaging to be true, so aligning your ads with credible newspaper content may be just the ticket.

4.     Consumers look to newspapers to help with purchasing decisions.

According to “How America Shops and Spends 2013,” more than 80 percent of adults took action (became aware of a sale, clipped a coupon, visited a store or discussed with friends and family) after seeing an ad in the newspaper, regardless of section. And more than half made a purchase. “This research reaffirms the power of newspaper advertising to engage consumers, and what’s more, its ability to drive them to take action,” said Caroline Little, President and CEO of the Newspaper Association of America. When you advertise in newspapers, you get your products or services in front of readers and present them with options to consider prior to their next purchase.

There you have it. Newspaper advertising should still be a component of your advertising strategy unless, of course, you don’t want your ads to reach the money spenders who trust newspapers to help them with future purchasing decisions. If you’re looking to maximize your newspaper advertising budget, contact us.

Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, inbound marketing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.

                     

         //