Print advertising is still a relevant form of advertising, even in the age of technology. Understanding the pros and cons can help you make a decision as to what route you want to take with your advertising and marketing plan. There are a number of factors that play a part in deciding whether to go print or digital, but ultimately keep in mind that print is still valid today. Here are the pros and cons of print advertising:
- Print advertising is highly targeted, especially geographically. Selecting a local newspaper or free publication to place your ad is a great way to drum up business in your locality. It’s also a great way to generate brand exposure and recognition amongst current and prospective customers.
- Depending on the type of information you are trying to get to the customer will determine the usefulness of print for your business. If you are seeking to inform customers about certain services and benefits, creating a pamphlet or brochure is a useful tool to hand to customers in your store or business. Some customers prefer having something on paper and in-hand to refer to later. This can be a great marketing tool.
- Print advertising can be expensive depending on what medium you select for your business. Newspaper or magazine ads can be pricey, especially if you want better visibility or a larger, full color ad. Not to mention, there is a limited timeframe that your ad will be visible. Most magazines are monthly, and many newspapers will run for one day or a few weeks so there is a limited timeframe. Your reach is also not as extensive, because print ads might only be run in your locality.
- Depending on the demographic you are targeting, print ads may not be the best for your target audience. Print readership among 25 year old and younger is dwindling and you might be better off focusing your attention on digital marketing as opposed to print ads with this demographic. However, according to the Pew Research Center the 65+ age group has the highest readership so if this is the age group you are targeting, print is a good option.
Print advertising has its benefits depending on your advertising strategy, target market, and geographical focus. Your marketing and advertising strategies should be well-rounded and developed so that you can achieve the maximum benefit to your business with your marketing budget. Print advertising can be part of your campaign, but should not be your sole strategy. In a world of technology and digital marketing, you should also incorporate some online measures to ensure you are achieving maximum reach. Fusion Group USA can help you develop a marketing plan that incorporates both print and online advertising strategies that will fit in your budget.