What is Print Advertising?

Print advertising is a type of marketing that uses printed media to reach both existing and potential new customers. It’s an effective, targeted and trusted type of marketing, and can be used on its own or with other forms of media as part of your marketing strategy.
 

Different types of print advertising

Print advertising comes in various forms, like direct mail, brochures, newspapers, Out of Home (OOH) and more. It can be used to grow brand awareness or for more tactical campaigns which aim to drive short-term sales.

Direct mail

Direct mail is an effective, targeted and measurable type of print advertising. With direct mail, you can reach a chosen audience, demographic or individual on a personal level.

When done effectively, direct mail can be a cost-effective and highly engaging form of marketing. Campaigns that include mail often boast a high conversion rate and impressive Return on Marketing Investment (ROMI).

Brochures and catalogues

Brochures and catalogues are an effective way to raise awareness of your brand. They can hold lots of information and can be delivered straight to your customers’ doors. Brands may use brochures to advertise their brand, or to provide updates to customers. 

Brochures are effective when used as part of a direct mail campaign. Rather than targeting a vague demographic, they can be sent to recipients who’ve previously expressed an interest in the brand, making the advertising feel more personal, relevant, and engaging. This relevance will make an audience more likely to convert.

Newspapers and magazines

Newspapers and magazines allow brands to reach large audiences, at a local or national level. With newspaper advertising, brands can tailor their advertising, by choosing the section of the newspaper to feature their ad, as well as the size.

Similar to newspaper advertising, print advertising in magazines can also reach large audiences. Brands can also target their audience more than with newspapers. They can place their printed ads in magazines that appeal to certain interests like sports, lifestyle, fashion and more.

Out of Home, OOH (Posters and billboards)

Posters and billboards are effective for conveying a short, simple message to customers and potential customers. They target consumers who are walking or driving, often on busy highstreets, airports and train stations.

What are the benefits of print advertising?

There are lots of potential benefits to using print advertising as a part of your marketing strategy.

Cost-effective

Print advertising can be cost-effective form of marketing. Whether it’s through direct mail, newspaper ads, or brochures, using print advertising brands can be selective with their audience.

For example, they can target customers with a previous purchase with the brand with direct mail, a particular location with a local newspaper, or consumers interested in a niche industry with magazine ads.

Higher consumer engagement

These days, consumers are constantly being displayed ads, whether printed or digital.

Digital advertising, whether through emails, social media or websites, can often overwhelm consumers. Printed advertising can cut through digital noise, creating a connection and higher levels of engagement with consumers. 
Consumers are often less distracted when viewing printed advertising. Digital advertising can be a distraction for users, popping up on websites and social media as they’re browsing. Printed media, however, can reach users when they’re on a walk or arrive home. 

Higher conversion rates

Print advertising tends to be more expensive than digital, although as mentioned if used efficiently printed advertising can result in a healthy ROMI because it drives attention efficiency.

Customers are more likely to engage with printed media than digital. Brands should look to include a Call to Action (CTA) with their printed media, like a QR Code. Whether this is on a billboard, direct mail, or brochure, an actionable CTA encourages consumers to engage. This CTA can take users to the brand’s website to convert.

Targeted outreach

There’s a common misconception that print advertising isn’t effective for demographic targeting. Not only can print advertising be targeted in terms of location, interests and customer history, the results from print advertising campaigns can also be used to collate data to improve and refine future campaigns.

Printed advertising, like direct mail, newspaper ads and billboards, can drive people online through QR codes to track consumers actions and collate valuable marketing data that can be used for insights for future marketing campaigns.

To summarise, print advertising is still a great way to connect with your audience, especially when they may spend a lot of time online or viewing screens. Whether it's direct mail, magazines, or OOH, print offers a targeted and cost-effective approach that really grabs attention, especially in today’s world. It’s effective at reaching specific groups and can lead to higher engagement and conversions. So, if you want to make a lasting impact and get the most out of your marketing, print is definitely worth including in your strategy.