Press Advertising

Print media are not ephemeral, and you can get to the reader several times

 

 

 

Reading newspapers might satisfy reader’ curiosity, provide him/her information, deeper his/her knowledge but also encourages the recipient to think.

The reader has an ability to choose from a broad range of newspapers and magazines which fully meet his/her needs. Newspapers are the constant part of the reader in his/her private and professional life – it may build a long-lasting friendship. Press focuses on the needs and interests of readers and communicates with them in many ways: provides information, educates but also entertain. Press adapts to the reader’s needs. Therefore, newspaper develops and evolves with customers’ needs and journalists can quickly react to changes in demands. They provide information tailored to the needs of readers.

An integral part of every newspaper and magazine are advertisements which could equally inform and entertain, and provide knowledge. Advertisements arouse emotions and make the recipient smile, wondering, looking at and thinking about them.

 

According to the research of the women's press, for the majority of them reading is associated with relaxation and a kind of intimacy, which affects the reception of advertisements. Articles invite us to discuss with colleagues about the cosmetics, what is effective but also what we recommend.

 

 

While reading newspapers as much as 90% of the readers is drawn to the reading and fully reflects this activity. The primary advantage of print media is that readers do not indulge in other activities while reading. Research shows that recipients prefer reading in a quiet place and at the time of the day, when nothing interferes them.

 

Recent studies show that the audience is irritated with a number of television advertisements. The phenomenon of zapping (switching channels) appears very often. 80% of respondents considered TV advertising as the most oppressive, while advertising in the press as an oppressive considers only 8% of respondents (13% of the radio, the cinema 3%, in the outdoor advertising 2%)
Source: Pro Media House Presentation, on the basis of the Demoskop Study

 

 

 

Relationships that are built by newspapers and magazines are much stronger than the relationships which are built up by other media. Regular readers have their favorite authors, write letters, emails, take part in polls but also participate in forums. Readers have their favorite magazines which they trust. That factor strengthens the credibility of advertising message. Consumers pay more attention to advertising in their favorite magazine, newspaper than TV advertising program.

Source: Media ChoicesStudy

 

Press Advertising stimulates and encourages the public to act - by informing about the existence of the product on the market. Print media advertising generates a deeper message. Through specific ideas, concepts and content of the advertising, recipient can find out more about the product. Advertising in newspapers can contain these elements, which are not included on TV or intentionally have not been highlighted.

 

The relationship between advertising and product or brand is very important. TV advertising carries the danger that impressions may change customers’ way of thinking about the product.

Some types of advertisements may cause fatigue or annoyance. Celebrities appearing on television commercials can affect the reception of advertisements. Print advertisements can consciously include other forms of expression and focus attention on other elements. Press advertising reinforces and modifies the image.

 

Newspaper advertising can be studied, analyzed as long as the reader is interested. The recipient can return to it whenever he/she likes. TV advertising lasts only about 20-30. Readers keep copies of magazines and they can return to them several times a week, month or year.

 

 

It is better to use print media advertising for promoting products which are not addressed to mass audience.

The great variety of magazines on the market, allow reaching the target groups of the products. PBC surveys and TGI consumer research provide knowledge of social life, life status, life styles, interests and consumer behavior. Thanks to them, advertisers can very accurately determine the target groups. Thematic richness helps reaching the audience.

By print media advertising you can avoid contacts with customers who are not a group of potential consumers. Using television in the narrowly defined group of customers is inefficient. There is no point of promoting expensive products on TV because the huge majority of recipients cannot afford them. Specialist magazines- such as construction magazines, architectural magazines or travel magazines - are the only effective way to communicate with demanding customers.

An important feature of the press is the ability to carry out the campaign. Moreover, it is cheaper and faster to produce press advertising instead of TV spot.

 

 

Regular readers of magazines are often wealthy, well educated, employed than average television viewers. The more educated and wealthy the customer is, the more newspapers he/she reads.

 

 

 

Product advertising might be presented in the magazine permanently. It is experienced that the more knowledge of product we have, the often it is chosen.

Press advertisings give us information about price, contact details of distributors, dealers and Internet addresses as well. An unquestionable advantage of the press advertising is giving the samples. It enables consumers to check the product characteristics such as smell, texture, taste. All those factors are very important in making a purchasing decision.Samples are considered as an expression of sympathy from editors. The presence of products’ samples in the magazine shows the brand prestige.

 

 

Newspapers advertising can be informative and it can create the company image. Press advertising campaign can be used when the advertising message is complex and requires a reliable source. It is an effective element of mediamix for example in television and radio campaign.

Press is the most effective way of product advertising. Research shows that the advertising campaigns with magazines and newspapers in media-mix significantly affected the higher Returns On Investment (ROI). Increased expenditure in the press raised the effectiveness of sales promotions as well as television advertising.
Source: Quantifying the sales impact of Magazine Advertising Study.

 

 

There is a variety of advertisers in newspapers. In addition to dozens of formats of advertisements on pages, there are number of interesting forms of advertising such as books, bands, stickers, scent strips, tracing paper, bookmarks, etc. The possibilities are almost endless and creative forms remain in readers’ memory.

 

Source: www.prasa.info