Print Advertising

Learn all about print media advertising

Print advertising is among the oldest forms of commercial promotion, and it still has the power to reach and influence a wide audience. While newspaper advertising and magazine advertising are probably the two most popular examples of this approach, billboards, flyers and direct-mail marketing campaigns are other types of print advertising that are also well worth considering.

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Strategies for Effective Print Advertising

Print advertising combines words and text in varying proportions to send out a clear, concise promotional message. A call to action that tells readers why they should invest in your product or service now is often, but not always, part of a good print advertising strategy.

Working with an established, dependable print advertising agency can yield very positive results, and the most effective campaigns are those which aim to achieve a very specific goal. Some advertising strategies include prequalifying buyers for your products or services, creating a sense of inclusion and using geographic or demographic identifiers to entice customers to do business with you.

Prequalification strategies save you time and money because only consumers who can afford your products or services will contact you. "Monthly plans start at just $29.99" and "condominiums priced from $180,000" are examples of prequalifying messages.

Creating a sense of inclusion is another smart approach to print advertising, though it can also be used effectively in online, radio and television advertising. Think of the message behind a slogan like "Join the digital music download revolution." It implies that many people are participating in something new and exciting, and your company is positioned to keep customers from missing out.

Appealing to geographic and demographics divisions can also be effective. "Free delivery within a 10-mile radius" and "the leading provider of discount cellular phone service to customers aged 18 to 25" will resonate with a carefully targeted and specifically cultivated market.

Pros and Cons of Print Media Advertising

The advantages of print advertising include affordability and cost control. It is one of the least expensive ways to create a professional advertising campaign, and the cost of buying ad space is directly proportional to the level of readership or circulation your ad will get. This makes it easy for you to predict costs and provides you with budgetary flexibility.

There are some disadvantages to consider, though. Print advertising is limited in the amount of detail in which you're able to discuss your products or services. Scheduling can be tricky if you're relying on periodicals such as newspapers or magazines, as many such publications have their ad space sold months in advance.