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How Print Ads Build Brand Awareness
Marketing in 2019 seems to be heavily focused on reaching audiences using digital media. Sponsored posts and video-interrupting ads have taken over a lot of the real estate of social media platforms like Instagram, Facebook, and Twitter. However, digital advertising isn’t the only marketing that works—it is just one piece of a bigger picture. Another valuable tool for advertising to boost brand awareness is print media. With all the focus on the digital opportunities, many businesses forget how long-term and successful print media has proven itself to be. It has remained relevant and has the potential to surpass formats like radio and television. But how exactly do print ads boost brand awareness? Here’s how!
How Print Ads Build Brand Awareness
Create an Emotional Bond
When it comes to advertising, nothing compares to an emotional connection between your message and your reader. Print leaves a deeper footprint in the mind because of its personal, tangible bond. The parts of the brain that are responsible for absorbing and storing visual information are activated more when interacting with print ads compared to digital ones.
Address Audience Directly
Depending on the newspaper or magazine you publish your ad in, your audience may be fairly specific. Targeting your audience directly is a powerful way to build brand awareness, if you do it the right way. Print marketing allows you to limit yourself to specific publications that reach your niche audiences. This will save you money and target your ad to the people who are most likely to respond.
Easy and Simple
It may seem like a simple task to flip through your phone and access digital information; however, a study found that the average person uses 21% more cognitive effort to process digital information than print. These results suggest that print media is much easier to absorb. The report demonstrated that 75% of people exposed to print ads could remember the brand later, compared to just 44% who could remember information after reading a digital ad.
Great Way to Communicate
With print ads, you enter a space where the consumer is already reading. Your material doesn’t interrupt their leisure or search for information—it fits nicely there, whereas with digital media, ads get in the way, pop up, and become annoyances for web users. By using print media, you can communicate specifics to your customers because you have their interest and attention, and you have the space to get your message across.
Outperform Across the Board
The U.S. Postal Service conducted a study of direct mail and found that print media outperformed digital sources in almost every area of observation: review time, stimulation, memory, speed, confidence, desirability, and valuation. The only area where digital media did better was gaining initial attention from the audience. To combat this challenge, print media agencies can help you personalize your digital mail, so you can still have that powerful first connection with your readers.
Motivate Your Audience to Take Action
Print can be the driving force that creates interest, desire, and motivation. It moves your target audience to take the next step, whether that be calling your office, visiting your web site, or redeeming a coupon at your store. Your ads should go beyond catching their eye—it should also build brand awareness and help you make a sale. Print is most effective when it is used as an entry point to other parts of your marketing campaign, such as your discount code, landing page, or brand launch.
Holds Readers’ Attention
The digital age has nearly killed the human attention span. Our ability to focus on one thing at a time has reduced dramatically since the rise of digital communications, so it’s refreshing to read a book, magazine, or newspaper. Print readers don’t need to force themselves to multitask because the format allows them to focus on what they see and be more receptive to the information.
Digital is a powerful medium for communication, but with its ease and access it can become overbearing. Print is a less invasive format that allows for people to read without feeling like they need to put on a filter to prevent interruptions. Digital ads have become the norm—they’re everywhere, so readers tend to put on blockers in their minds (and physically on their web browsers) to avoid unwanted messages. Print media is much different, and your readers won’t see your ad as noise.
How Macromark Can Help with Your Print Ad Campaign
Building brand awareness is essential to growing your business, but you can’t do that if your ads aren’t engaging or reaching your target audience. The information mentioned above shows the importance of how print media has helped businesses get their customers motivated and interested in their offer and their business. If you need help creating newspaper or magazine ads that inspire and encourage your readers to act, we can help.
At Macromark, we specialize in helping our clients create robust, effective, successful print ad campaigns. Our variety of services can be customized to suit your business goals, and we have packages that can work with a range of budgets. We can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust.
Our services also include direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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