The Power of Advertising with Print Media

by | Apr 11, 2017 | Advertising, Creative Strategies, Marketing Your Business, Media, Public Relations, Tips & Tricks | 0 comments

The Power of Advertising with Print Media

Does print media still have a place in a world so saturated with digital content? A study conducted by the United States Postal Service in 2015 suggests that advertising with print media is still a vital part of success in marketing. Researchers took a sample of individuals and used neuromarketing methods to measure the participant’s mental reactions/responses to both printed advertisements and digital advertisements. Here are some of the key findings of the research:

  • Participants processed digital ads faster than printed ads
  • Participants spent more time looking at printed ads
  • Printed ads caused participants to have stronger emotional responses
  • Printed ads were easier for the participants to remember
  • Printed ads had a more lasting impact on the participants—making them more likely to purchase the advertised products in the future
  • Printed ads activated the ventral striatum—the area of the brain that is “responsible for value and desirability for featured products” (United States Postal Service, 2015, p. 1)

Take Home

What does this mean for marketers? According to the results of the study, digital advertisements are very effective for certain reasons (i.e., quick processing, convenience, reach a large audience). However, digital ads may not be able to influence consumers in the same way that printed ads can. This may not come as a surprise to some of us—think of how much prednisone online with no prescription more meaningful it is to receive a physical letter than it is to receive an email. Printed advertisements appeal to multiple senses. The color and design of the advertisement appeal to the eye, the texture and thickness of the paper to the touch; even the smell of the paper/ink can have an impact on the consumer. Print media is also considered to me more credible among consumers—perhaps this is partially due to the fact that there are so many unreliable sources on the internet these days. What can we learn from the results of this study? When it comes to your marketing and advertising efforts, don’t give up on print media as one of your strategies! Because consumers are constantly bombarded with digital advertising, print media can actually be a very effective way to stand out among your competitors. When used effectively, print advertising can increase the perceived credibility of your company and have a lasting impact on your target audience.

References

Office of Inspector General, United States Postal Service (2015, June, 15). Enhancing the Value of Mail: The Human Response. Retrieved from https://www.uspsoig.gov/sites/default/files/document-library-files/2015/rarc-wp-15-012.pdf