How often do you come across print ads? Everyday. People in batches take leaflets from the mailbox and throw them away without even reading. Scrolling through magazines, few people pay attention to advertising. But entrepreneurs spend considerable money in order to print in a particular magazine. In this article we will consider types of print advertising. We will also tell you what works and what doesn’t.
Types of Advertising
Printed products are losing their popularity every year, but are still afloat. What is in demand today? Below are the main types of printed products on which advertising is placed.
- Newspapers
- Magazines
- books
- leaflets;
- booklets;
- directories
- posters;
- Posters
- banners.
You can see advertisements on all of these products. What types of print ads exist:
- social;
- political;
- trading.
Also, advertising can be divided by territorial basis.
- local
- regional;
- nationwide;
- international.
Next, consider the functions of advertisements. You know some of them, but you may be surprised at some.
Advertising Features
Economic. This is the main function of advertising. No matter how manufacturers and sellers of services beautifully promote their goods, their main goal is to sell. Due to the fact that the advertisement is created, the reader sees it and reacts to it, the economic development of many businesses, including printed matter, is taking place.
Social. Despite the fact that any consumer advertising primarily considers it its duty to sell a product, it also has a second goal: to form people's habits and preferences. This will help sellers to successfully expand their business in the future. If a person gets used to eating cereals for breakfast, then producers can sell him more finished breakfasts, which take only five minutes to brew.
Ideological. Entrepreneurs create an image of a successful person in advertising. Many people strive for this ideal. After all, think, everyone wants to be healthy, happy, smart and beautiful. Namely, such an idea is created about people who advertise goods.
Advantages
The main types of print advertising and its functions were discussed above. Now you need to talk about the merits of advertising.
- Nice picture. Today in magazines, especially women's glossy magazines, advertising occupies more than 70% of the pages. Naturally, the consumer will pay money only for very high-quality content. Magazine advertising may look like a work of art. A person should be pleased to look at the picture. She should arouse his desire to purchase goods in the near future or already tomorrow to start saving up for him.
- Continuous consumer contact with advertising. This item applies to wall or desktop calendars. Advertising on such paper products will catch a person’s eyes daily. It is clear that a potential consumer may never use the services of a company or company, but somewhere in the subconscious mind advertising will be postponed.
- No ads from competitors. This also applies to various souvenir printing. By hanging a calendar on a wall, a person will see the same announcement day after day. For example, it will be a dental clinic. When a person has a toothache, he will automatically remember the advertisement of the clinic, which he sees daily. And since the announcement will be the only one, the person will call the specified number and will not hesitate with the choice for a long time.
disadvantages
High costs. Printing in magazines, especially glossy ones, is very expensive for advertisers. Not every manufacturer can afford such waste. And even printing in regional newspapers is expensive. Of course, you can print flyers, but the value of such advertising for the consumer is often reduced to zero.
Sustainable concept of waste paper. People rarely read free advertising. That printed matter, which is distributed through mailboxes, most often ends up in the garbage chute. Many do not even bother to open a newspaper. They throw it right away, without even bringing it home.
Having a useless audience. Yes, the coverage of magazines and newspapers is large, but most people do not need services or goods that are advertised. Newspapers are read by the older generation, and it is precisely on them that advertising should be designed. It makes no sense to advertise for youth in such publications.
Magazine Advertising
The advantages and disadvantages of print advertising were examined above. Naturally, they have to be reckoned with by any person who wants to sell their goods through printed materials. For example, in magazines. What are magazines good for? They come out every month and are in demand. People buy glossy products not only for something to read, but also for aesthetic preferences.
In beauty salons, airports and other public places with high traffic they put magazines so that visitors can entertain themselves. Producers of goods and services rely on such a large audience. They print ads, most often disguising it as an article. This is a type of print ad. For example, antidepressants will be sold to you in an article entitled "5 Ways to Get Rid of Stress." You may not even know that you are using ads. But still it will be difficult to pass by a beautiful picture. Under the image of a presentable car will always be its name, and sometimes even the price and contact details of the company.
Not all corporations and brands set themselves the goal of selling goods using print media. Some at the expense of gloss make a name for themselves. Nobody will buy the products of a little-known brand, but if advertising, for example, cosmetics is printed for three months in a row in Vogue, the girls will pay attention to the novelty. Advertising in a magazine is an expensive pleasure, and not everyone can pay for it. Therefore, in presentable magazines, which have a large coverage of the population, only the most famous companies are printed. Companies that want to save money choose the gloss that is designed for the regions.
Newspaper Advertising
When company representatives think about prints, newspapers come to mind first. They come out daily, weekly and monthly, depending on popularity and type. All kinds of advertising is placed in such products, often not only by large companies, but also by ordinary residents. For example, the newspaper "My Advertising" is a platform for the sale of not only services, but also things. Anyone can post an advertisement on the pages of the newspaper, and do it for free.
The newspaper "My Advertising" and others like it are in demand. But they are bought by people who pursue the goal of acquiring something specific. No one will buy a fresh issue of an advertising newspaper just to flip through it during breakfast. To do this, there are information publications that still keep afloat only thanks to advertising. She is found there in all kinds of ways. Some newspapers disguise it, and some give entire pages, which are popularly called "spam". The effectiveness of such advertising is zero. It can be read by a representative of the older generation, but he certainly will not call and order neither tablets nor any devices.
If a company aims to sell something, it should veil advertising and insert it in informational newspapers, and not in advertising publications.
Advertising brochures
Coming to any large company, pay attention to the front desk. One type of print advertisement, namely a brochure, will always be posted there. Such leaflets are folded into booklets and provide the client with complete information regarding the activities the company is engaged in. An example of an advertising booklet is presented above. Such products always look colorful and attractive. It is printed on colored, often even coated paper. Each picture is accompanied by an inscription.
Such advertisements are not distributed on the street, they are reserved for the target audience. If you are interested in a service or product, then the consultant will tell you everything in detail and give a beautifully designed advertisement in the sales office or in the store. You can study it at home or consult with friends. This is what the brochure is designed for. One copy of it can attract from 3 to 5 customers. And such an ad really works.
But beautiful brochures can be seen not only in the place where services or goods will be offered directly to you. They can be laid out on tables at partner companies. We give an example. Promotional booklets for an auto parts store or tuning workshop can be spread out on a table in a car wash lounge. All people visiting this room have cars, which means that the chance that a person will be interested in advertising is very high. A similar trick can be used in any field of sales of goods or services. In beauty salons, beautiful advertising brochures with cosmetic innovations can be handed out to clients, while in fitness centers advertising of sportswear will be appropriate.
Leaflets
Thinking about how to sell your product? Many companies order print leaflets to increase demand for their products. Does this ad work? 10% out of 100. Exhaustion from investments spent on the layout, printing and distribution salaries is minimal. People walk past leaflets. They consider this the same spam as online advertising. Some take leaflets solely to help the promoter earn his salary. Such leaves are sent to the nearest trash. Why? People do not like when advertising is imposed on them. Even if the offer is incredibly profitable, but the person at the moment will not need your product or service, he will throw out a leaflet.
What needs to be done in order for the printing of leaflets to pay for itself? Do not give out printing on the street. You need to choose a place where you will meet people who are interested in your products. If you offer loans, stand next to a competitor’s bank. If you are promoting food, head to the store. Naturally, they will need to be distributed not under the roof of the supermarket, and not even near the entrance, but at some distance. But still there are much more potential buyers to meet here than standing by the subway.
So that a person does not throw out the leaflet immediately after receiving it, you need to do it correctly. The flyer should be a value for the client. For example, you can promise a percentage discount to everyone who brings the flyer to the store. Then the potential client will not throw out a piece of paper, he will put it in a bag and he will have an incentive to keep advertising.
Banners
Let's do a quick test. Remember what is written on the nearest billboard that stands next to your house? Most likely, you will not be able to answer this question. What does it mean? That billboards don't work. People perceive them as part of the urban landscape. Yes, beautiful pictures flicker before your eyes while you are driving to work. But not everyone will bother reading such advertisements. Even if you hire a very creative designer, he will not be able to get all the people in the city to pay attention to one billboard. Therefore, think twice before renting a part of the city space for your advertising. So why is this kind of PR still living?
Many companies that have just entered the market want to become familiar with the buyer. Billboards are ideal for this purpose. A person will not examine the picture in detail, but he will be able to throw a pair of slanting glances towards the advertising stand. Therefore, if you want to create a strong connection in the minds of customers with the name of your company and products, you can use street advertising. In other cases, it is useless.
But what about the bizarre printed matter, which goes into something voluminous? Such forms are in fashion today. This kind of advertising will work. Naturally, this is an expensive pleasure. The embodiment of the original, and not a standard project in life will be able to pay off only over the years. So if you are counting on a quick exhaust from advertising, it is better to print booklets for your company.
Posters
Thinking about beautiful print advertising? Posters for this purpose are perfect. Such advertising works much better than billboards, if only for the reason that it hangs in places where people can read it. Posters and all kinds of event posters are hung up at stops, near porches and in elevators. When a person stands and waits for his minibus, he has nothing to do. He can carefully study the advertising poster. The question is whether the potential client will remember the information that they wanted to convey to him. Everything will depend on the presentation of the material. Information is well absorbed if the ad contains an element of interactivity. If a person needs to make an effort in order to calculate, find or remember something, then he will definitely be able to reproduce the information seen at the bus stop.
You can encrypt anything. For example, the name of the company, product or phone number. People will solve all kinds of puzzles or crosswords just for fun. Colorful advertising, which will be full of pictures and large columns of text, will remain unclaimed. If you want to convey something useful to a person, try to form your idea in one, a maximum of two sentences. Do not spread on paper, it is not interesting to anyone.