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Submitted by: Naz Daud
Print media advertising is the name given to that form of advertising you find in newspapers, magazines and directories of various types. Advertising is an important business process that can help sell a product and keep an entire company alive and kicking. It is one of the most widely used ways to reach people and create popularity and sales for businesses. It may be costly, but most companies see it as an investment to generate customers, and therefore, increase sales and profits.
Through time, advertising has evolved in many ways. Marketing people nowadays are more creative, and they make use of very advanced technology. Not too long ago the only way to advertise was through print media, but in this day and age advertising can be carried out on the radio, television, telephone, and even through the use of free promotional products. And let’s not forget the internet, which is now one of the most popular of all advertising media. Technology has really done wonders for the world of advertising, offering opportunities and reach that were unimaginable several years back.
Given all of this relatively new technology who would want to go back to the past and rely once more on print media advertising? Well surprisingly, print media still stands as one of the popular means of advertising despite the evolution that has taken place. Technology also plays a great part in print media, with such techniques as picture enhancements being used to create more attractive and catchy ads. Below are some reasons why companies continue to use this form of advertising.
One advantage of placing ads on print media is that you can choose a specific audience, which is your products target market. Numerous newspapers and magazines are made for a particular audience. For example, sports-related products are featured in sports magazines, and clothes, make-ups, and other fashion-related products are seen in fashion magazines. You can place your adverts in specific directories, or in sections of a directory related to your product or service. By reaching out to the products specific market, sales will most likely shoot up.
Another reason why companies still favor print ads is the length of time that the readers spend on the advertisements. A lot of newspapers, magazines, and directories are kept by the readers. This is especially true if the material has something in it that they find interesting, and they will frequently read over their copy more than once, thus giving you extended exposure.
There is also the subliminal factor, and the fact that anybody scanning adverts in directories or magazines might be unaware of what they saw, but when the need arises they will think of your product because it was imprinted into their subconscious memory. This form of information assimilation is visual, and how many people actually watch TV adverts rather than use that period to make the tea or check the next program?
Reading materials can attract avid fans or loyal customers. This means that companies know that their advertisements will get to their target markets. This is another benefit of print media advertising. When compared to using the internet as a medium, the print media industry definitely has a more established and faithful readership than that or any other forms of advertising.
It is also possible for advertisers to choose where to place their ads. They can dictate the pages, sizes, or even the exact locations of their advertisements, and these can significantly affect the success of the advertisement. Judicial placement and also sizing can make a big difference and adverts in directories that focus on specific areas of business can also be very effective.
Franchising and business directories, for example, can have a significant effect on your own business, and many of these are used by people seeking their own business opportunities as well as products or services. As with any advert, it is necessary to weight the costs and benefits to determine the effectiveness of a print medium advertisement, and cheap is not always the best way to invest in advertising: in fact it very rarely is.
Print media can reach a lot of people. It is more accessible than the internet because practically everybody reads newspapers, magazines and directories, but it is still only relatively few that use their computers for more than just playing games and watching videos.
Given such benefits, many companies will choose to use print media as a marketing tool to reach out to their target markets. Print media advertising can help businesses win customers in ways that no other medium can. It is definitely still very much alive in this day and age.
About the Author: Naz Daud – CityLocal
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