Credibility – There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad.
Branding – Print ads are excellent for solidifying your brand identity. The ad should have a consistent aesthetic in terms of fonts, colors and types of images to establish brand recognition.
Target Marketing – Placing ads in publications such as specialty magazines can effectively reach niche audiences that may be more difficult to target online.
More Engaging – Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
Advertising on a television station generally reaches a broad audience, but does not provide strong penetration within any local demographic group from a single station. The viewing audience is spread between too many stations to have a widespread reach in to any segment. Newspaper advertising, on the other hand, penetrates the local market by reaching 50% and more of the primary local market.(www.ijello.org)
When audience look at a print and sees dirt verses cleanness and class, it subconsciously and immediately thinks of a product about smelling good and being clean. Then it thinks it must be some ad about perfume, odor or deodorant.It is a better idea to make an ad which is not directly shows armpit. Showing armpit is a bit cheesy and oldfashioned.
Reference List:
- . 2013. . [ONLINE] Available at: http://www.ijello.org/Volume3/IJKLOv3p239-250Buzzetto.pdf. [Accessed 06 June 2013].
- Print is Dead? Not so Fast. - Forbes. 2013. Print is Dead? Not so Fast. - Forbes. [ONLINE] Available at:http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/. [Accessed 06 June 2013].
Posted By Amir
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