Print ads
Print media advertising is a form of advertising that
uses physically printed media, such as magazines and newspapers, to reach
consumers, business customers and prospects. Advertisers also use digital
media, such as banner ads, mobile advertising, and advertising in social media,
to reach the same target audiences
If an advertisement is printed on paper, be it
newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything
else that would be considered a portable printed medium, then it usually comes
under the banner of print advertising Just take a look at the magazine section
in your supermarket, or how many books are sold on Amazon every day. Print is
still very much alive; you just have to know how to utilize it
Newspapers
Advertisers can choose from a wide range of different
types of newspapers, including local, regional or national titles published in
daily, evening, weekly or Sunday editions. Newspapers target different
readerships with a mix of content, often including sports, entertainment,
business, fashion and politics in addition to local, national or world news.
Magazines
Magazines offer advertisers extensive choices of readership and frequency.
Consumer magazines cover a wide range of interests, including sport, hobbies,
fashion, health, current affairs and local topics. Many business and trade
magazines provide coverage of specific industries, such as finance or
electronics. Others cover cross-industry topics, such as communications or
human resources, while still others focus on job-specific areas, such as
publications for executives, marketing professionals or engineers.
Billboards and Posters
Advertising on billboards and posters gives advertisers the opportunity to
reach consumers on the move. Putting posters in retail malls, for example,
helps advertisers reach consumers close to the point of purchase. Posters or
billboards in train stations, airports or busy town centers have the potential
to reach large groups of consumers. Advertisers can change the messages on
billboards and posters at a frequency of their choice.
Direct Mail
Advertisers use direct mail to reach smaller target audiences or selected
prospects. Direct mail often take the form of a letter, brochure or flyer sent
via the postal service. Advertisers can compile their own list of prospects and
customers for the mailing, or rent a mailing list from a specialist firm.
Print Media Selection
Print media advertising offers advertisers the opportunity to target
different readerships, with advertising costs based on circulation and nature
of the readership. Advertisers and their agencies compare the costs of reaching
their target audience using circulation figures and readership research from
individual media or industry groups, such as the Association of Magazine Media
or the National Newspaper Association.
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