Putting the advertising media mix together
There’s no doubt that the world today is defined by information. Whether it’s news, opinions, interviews or advertising, written, spoken or filmed, it’s information (and marketing content) that provides the direction and structure to our lives. Media determine our lives and we have become media ourselves. And magazines, newspapers, television, online, mobile and social media are all now vital components of any advertising campaign.
We distinguish between six different types of print media for brands: advertising in newspapers and magazines, use of direct mail, customer magazines, door drop and catalogues. These are the most important print channels to support brands.
With such a range of technology and (print) channels at a brand’s disposal, how can marketing, media and advertising professionals ensure that they're getting maximum reach, exposure, ROI, connections and engagement for their marketing spend?
In short: what’s the most effective advertising media mix for product and services brands?
Print = the sensory media experience
Perhaps the most important benefit of print media is tangibility. Among the reasons why many people prefer print is to do with the feel of the paper, having it in their hands means that the content is real, it exists. Print media is unique in its capability to trigger a number of senses; of course the feeling of paper, the smell of the ink or of an added scent, paper can be eaten or even listened to (when a chip is added). Paper can change colour when heated or put in front of a light, an ad can feel rough as sand or smooth as silk, all adding to the sensory experience of the advertising. Triggering multiple senses will add to the effectiveness of print advertising. Martin Lindstrom, writer of Brand sense, says that when brands appeal to more than three senses, advertising effectiveness will increase with 70 per cent. Take a look at the inspiration items to see examples of sensory stimulation.
Whatever print channel, add print, add power
In many ways, print is the ideal marketing medium: it’s available in both large and small numbers, can be accessed easily, and is engaging, versatile and creative.
Each of the six types of print media has their own unique quality and role in their readers’ lives.
The key to successful marketing is engagement, drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. Print media are a trusted source for news and other information and consumers take time to read a door drop leaflet, magazine or customer magazine.
Digging deeper with print
Recent neurological research has identified differences in ways people process information presented in print and on screen. These studies have found that readers of print maintain their capacity to read longer articles since the reading situation doesn’t offer so many distractions. Readers have full attention for the content. This capacity – called deep reading – also cultivates deep thinking. The lack of distractions when reading print allows the reader to get to the moment when he is fully engrossed in a substantial article in a newspaper or magazine. Deep reading also has to do with the 'topology' of articles; readers use the structure of an article, pictures, headlines and subtitles to navigate through the content. This structure helps them to more easily return to certain parts and remember the content better.
Integrating paper and pixels
Consumers lives are increasingly online. Social media describe what they do, Google will help them to find whatever they need, YouTube to watch the newest videos and sites such as Amazon to buy the products on their wish list. Paper is now an ideal way to get readers online to, for example, the advertisers website or Facebook page. With QR codes, Augmented Reality, Near Field Communication or digital imprints, readers can have immediate access to the most appropriate online page. These technologies form a bridge between print media and a brand’s online presence, inviting consumer reaction, feedback and purchase, all via a smartphone, tablet or PC. Such technologies increase the effectiveness of print media, as well as enhancing the consumer experience.
Talking to one or many
Print media exists in many forms: from mass media (hundreds to millions of copies) to one-to-one (the personalised version). In between, there are formats such as the personalised newspaper or magazine – titles that have content tailored to the specific reader.
Adding print increases the ROI
An effective marketing campaign works best when print is used with other media as one element of an integrated solution. Research has shown that adding print to the advertising media mix will increase the ROI of the overall campaign. Print media will not only add to the ROI, it will also enhance the ROI of TV or online in the mix. BrandScience analysis of 500+ European cases shows that, in case of FMCG, TV's ROI increased with 61 per cent when used in combination with print advertising and the campaign ROI increased with 57 per cent with the combination of TV and print media.
Click below to see the latest news, case studies, inspiration and thought leaders in print media:
History of Print Media and Its Role in Society
2300 WordsMay 4th, 201310 Pages
The History of Print Media and its Role Among Business’, Government and Society In an age when innovation is constantly adding to how we define mass media, print media has seemed to maintain its role and presence in our society. In a basic and simplistic way, businessdictionary.com defines print media as “the industry associated with the printing and distribution of news through newspapers, magazines and books”. Collectively, books, magazines and newspapers are some of the oldest and most basic forms of mass communication. Each one of these sources individually play’s an important role in our daily lives by providing readers with news, entertainment and information. Additionally,…show more content…
The greater utilization of photographic print technology now gave readers more than just a page full of words. It allowed for them to see pictures of products being advertised and the people and events being discussed in the articles. In essence, it allowed readers to further engage in the contexts of magazines, giving more blossom to an already blooming flower. The quote “Books open your mind, broaden your mind, and strengthen you as nothing else can” by author William Feather, gives an accurate perception as to how books are perceived in society today. Books are sources of knowledge and are looked at as stepping-stones to becoming well-educated and successful in life. When books were first introduced to American culture the perception was skewed far from what it is today. People were skeptical of books and thought that reading promoted laziness. Rather than promoting to read books, people felt that reading wasted valuable time that could be spent making money. Eventually though, novels became a popular and cheap form of entertainment to the general public. The stories appealed to the working class and featured outlaws, detectives, factory workers and prostitutes as characters. In particular, women were early heavy consumers of literature and poetry, as they