Importance of Print Media in Marketing

Some of the reasons why Print Media Publications make a lasting impact on the audience and the importance of Print media in marketing.

There are many tangible items in the print media, some of them are called (POSM) Point of Sale Material which includes Buntings, Shelf talkers, Stickers, Poster, consumer information leaflets, Danglers, wobblers, etc. OOH (Out of Home) branding includes billboards marketing, signboards, etc. These types of materials make an impact on the mind of customers and can stay for a long period of time such as 6-12 months, hence it results in strong positioning of any brand. 

For many years, Print media advertisement is said to be the number one advertising medium – still, no other medium can challenge the on-going popularity of print media among efficient advertisers and marketers. The major reason behind this is that print media is one of the most reliable modes of communication and the most economic one to reach an extensive audience more quickly.

Reasons to use Print Media

• Connection and Memorability

As defines by its name that a print media is more memorable as compared to other media marketing such as digital marketing as when a person looks at the billboard or signboard only one brand one can see at a time and that creates a space in the human mind for time being, whilst other medium shows more than one brand at a time and it can not create a better image than a billboard. It also connects the audience due to the huge size of billboards which feels like the person falls into looking at the brand., so it also creates good connectivity.

• Credibility

Print media channel among the audience is said to be most trusting media, the customer believes more newspapers and magazines than any other advertisement channel at the time buying decision.

• Engagement

The technique someone utilizes print is changed then the way it works in digital and any other promotional activities to spread the awareness of your brand. The readers of print media also don’t typically multi-task, like they do when they’re quickly surfing the web or checking their social media accounts. As a result, they’re much more engaged and receptive to a print ad. 

• Multiple Senses through Media

Generating multiple senses enhances the efficiency of print media in advertising. It is believed that brands that attract more than 3 senses will be more effective with their advertising energies than brands that don’t.

• Brain Reaction on Print Media

It has prooved the different methods of information processing separately with displayed information on screen and print media. The studies have revealed that all marketers should have the knowledge of readers about the attention of print media due to its very low distractions. This is called deep reading – and the deep reading process makes profound thinking, which shows readers can become fully engaged with the written or shown content. And when they get related marketing behind that advertising/content they essentially think about it as well. 

In the product development process, the print media plays an important role to introduce the new product in the local or international market.

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