Another medium of advertising and considered as the second most popular is print advertising. Newspapers, magazines, brochures, and pamphlets fall under this medium. They are used to reach and attract potential customers and target audience. Sadly, print media advertising has been declining rapidly because of the digital advancement.
Newspapers are available on local, regional, or national scenes which is beneficial for advertising in promoting their product as well as reaching wide-range audience. Advertisers can get to choose the period of their ad to appear on the paper (e.g. daily, weekly, or on special editions). The newspaper’s content combination, which is evidently shown by its different sections, allows advertisers to reach various audience and/or potential consumers. Newspaper ads can be of different sizes and can be composed by text-only or inclusions of illustrations, graphic images, and photographs. When it comes to the cost of newspaper advertising, factors like the newspaper’s popularity and ad size are taken into consideration.
Similar to newspapers, magazine advertisements can be published on regional and national. Magazine offers varying interests, allowing advertisers to choose from a wide-range of distribution and frequency. Magazine advertising offers an efficient way to trademark a business. On this form of advertising, the ads need to be visually engaging. Though on the business side, ad appearance is unimportant. However, the businesses visibility and public image can be achieved by the advertisement’s appearance. Advertisers can choose to print their adverts on classified ads or full-page ads whether gray-scaled or colored. Distribution of magazines can be weekly, monthly, or quarterly.
Billboards and Posters
Billboard and poster advertising is specifically designed for consumers who are very active and do have hectic schedules. This advert does not only reach a large group of consumers, but it allows consumers to be on the point of purchase. The advertisers can always change the message on billboard and posters at their chosen time.
Advertisements printed on Yellow pages and other directory is a form of directory advertising. Business information is being published on directories, allowing the business to establish a client base considering its target market. Consumers often base the authenticity and legitimacy of a business by appearing on Yellow pages. Size is always a factor when creating a directory advertisement. Apart from being noticeable, consumer thinks that business with larger ads is better. Placing larger ads on Yellow pages might be too costly; an alternative is to make your ad in bold letters.
Additional Print Advertising Methods
Brochures and flyers fall under this category. They are easily found particularly on public places (brochures displayed on racks of convenience stores; flyers placed on windshields or newspapers). Postcard advertising is also a form of print media ads. Basically, the postcard includes two parts, the print ad and mailing address. These forms of print media advertising allow advertisers to reach a targeted audience since they are distributing these papers to particular persons and establishments.
Print media advertising still plays a vital role in establishing a business name or branding of a product. It delivers first hand information; in return, consumers or audience trusts and supports the publication which can be perceived that businesses and establishments featured are as well trusted. The various forms of print media advertising allow businesspersons or advertisers to choose what form would best reach their target market. Unlike the internet marketing, ad blockers are not applicable in print ads.
In my opinion, print advertising and internet marketing should be integrated. Each platform has its strengths that would generally boost and create greater impact on a service or product. I consider less the cost-effectiveness of each product depends if you have successfully reached your target market.