BY: KWIKTAKE SOLUTIONS
Regardless of the technological advancements and the trends that keep changing every now and then, printing services still offer the best marketing strategy in the advertising world. Companies rely on print media to communicate to their clients. Newspapers and magazines never run out of popularity and give companies competitive advantage.
Print media is the best way in which a company can use to reach out to a specific target audience. For instance, most fashion lovers ensure they get a copy of their favourite fashion magazine on a regular basis. Fashion oriented companies that advertise on these magazines tend to have more clients since the information lands on the desired group. Reaching out to a target audience increases the opportunity of enhancing sales figures.
Advertisements on print media have better performance and a longer lifespan, although it varies from one type to another. Magazines generally have a longer lifespan than newspapers although both generally last for long periods. Advertisements in print media are not just seen and forgotten after a while unlike the adverts posted on websites or television. These materials can be kept for years and referred to much later. Television advertisements usually flash and disappear in an instant. Adverts posted on print media however, give one the freedom to go through them at their own pace. Every time they read the magazine or newspaper, they see the same thing. The details therefore remain in the minds of the readers thereby popularizing the brand.
Magazines and other print media have a larger target audience. In most cases, the materials are cheap especially newspapers. Unlike television and the internet, which are reserved for the stable income individuals; most people can afford a newspaper. Advertisements shown on the internet usually reach out to the people watching at a particular time. Some may move out of a specific position for a short moment and miss the details. Print adverts on the other hand not only reach out to the purchasers in full detail, but also close family and friends as it is very easy to share the media.
Print advertising gives a company the benefit of special advert positioning. An organization may pay a little more for a larger advertisement section. Instead of a small portion of a page, having a whole page for advertisement increases the visibility of the product. It draws more attention and greatly increases the chances of recognition by potential clients or customers.
Print media produce quality output especially those that incorporate digital printing. It is the best method for advertising as it largely increases the familiarity of brands. Customers are more likely to settle for a product in which they are more familiar.