How often do you encounter print ads? Every day. People take out leaflets from the mailbox in batches and throw them away without even reading them. Flipping through magazines, few people pay attention to advertising. But entrepreneurs spend a lot of money in order to be printed in a particular magazine. In this article, we will look at the 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 still remain afloat. What is in demand today? Below are the main types of printed materials on which advertising is placed.
- newspapers;
- magazines;
- books;
- flyers;
- booklets;
- catalogs;
- posters;
- posters;
- banners.
You can see advertisements on all these products. What are the types of print advertising:
- social;
- political;
- trading.
Also, advertising can be divided by territory.
- local;
- regional;
- nationwide;
- international.
Next, consider the functions of advertisements. Some of them you know, and about some you may be surprised.
Advertising features
Economic. This is the main function of advertising. No matter how nicely manufacturers and sellers of services advertise their goods, their main goal is to sell. Due to the fact that advertising is created, the reader sees it and reacts to it, there is an economic development of many businesses, including printed products.
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 habits and preferences in people. This is what will help sellers to successfully expand their business in the future. If a person gets used to eating porridge for breakfast, then manufacturers will be able to sell him more ready-made breakfasts, which take only five minutes to brew.
Ideological. Entrepreneurs create in advertising the image of a successful person. Many aspire to this ideal. After all, think, everyone wants to be he althy, happy, smart and beautiful. Namely, this idea is created about people advertising products.
Dignity
The main types of print advertising and their functions have been discussed above. And now we need to talk about the merits of advertising.
- Beautiful picture. Today in magazines, especially women'sglossy, advertising occupies more than 70% of the pages. Naturally, the consumer will pay money only for very high-quality content. Magazine ads can look like a work of art. A person should be pleased to look at the picture. It should make him want to buy a product in the near future or start saving for it from tomorrow.
- Long exposure of the consumer to advertising. This item applies to wall or desk calendars. Advertising on such paper products will catch the eye of a person every day. It is clear that a potential consumer may never use the services of a firm or company, but somewhere in the subconscious, advertising will be postponed.
- No ads from competitors. This also applies to various souvenir printing. Hanging a calendar on the wall, a person will see the same ad every 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 for a long time with the choice.
Flaws
High costs. Printing in magazines, especially glossy magazines, 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 most often reduced to zero.
Sustainable concept of waste paper. People rarely read free ads. That printedproducts that are distributed through mailboxes most often end up in the garbage chute. Many do not even bother to open the newspaper. They throw it out immediately, without even bringing it home.
Having a useless audience. Yes, the coverage of magazines and newspapers is large, but most people do not need the services or products that are advertised. Newspapers are read by the older generation, and it is on them that advertising should be calculated. It makes no sense to place advertisements for young people in such publications.
Magazine advertisements
The advantages and disadvantages of print advertising have been discussed above. Naturally, they have to be considered by any person who wants to sell his product through printed matter. For example, in magazines. Why are magazines good? They come out every month and are in demand. People buy glossy products not only to have something to read, but also for aesthetic reasons.
In beauty salons, airports and other high-traffic public places, magazines are placed so that visitors can entertain themselves. Producers of goods and services rely on such a large audience coverage. They print ads, most often disguised as an article. This is one type of print advertising. For example, antidepressants will be sold to you in an article called "5 Ways to Get Rid of Stress." You may not even be aware that you are consuming ads. But still, it will be difficult to pass by a beautiful picture. Under the image of a presentable carthere 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 a product using print media. Some people make a name for themselves through gloss. No one will buy the products of a little-known brand, but if an advertisement, for example, of cosmetics, is printed in Vogue for three months in a row, 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 that have a large coverage of the population, only the most famous firms are published. Companies that want to save money choose the gloss that is designed for the regions.
Newspaper advertisements
When company representatives think of print publications, newspapers come to mind first. They come out daily, weekly and monthly, depending on the popularity and type. All kinds of advertising is placed in such products, and often not only by large firms, but also by ordinary residents. For example, the newspaper "Moya Reklama" is a platform for selling not only services, but also things. Anyone can place an ad on the pages of the newspaper, and do it for free.
The newspaper "My Advertising" and the like are in demand. But they are bought by people who pursue the goal of acquiring something specific. No one will buy the latest issue of a promotional newspaper just to flip through it during breakfast. For this, there are information publications that are still held onfloating only thanks to advertising. It is found in all sorts of forms. Some newspapers mask it, and some allocate entire pages, which are popularly called "spam". The effectiveness of such advertising is zero. A member of the older generation can read it, but he certainly will not call and order neither pills nor any devices.
If a company's goal is to sell something, it should cover up ads and put them in news papers, not promotional publications.
Promotional brochures
Coming to any large company, pay attention to the reception desk. There will always be one type of printed advertising, namely brochures. Such leaflets are folded into booklets and provide the client with complete information about the activities that the company is engaged in. An example of a promotional brochure is shown 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 a consultant in the sales office or in the store will tell you everything in detail and give you a beautifully designed advertisement. You can study it at home or consult with friends. That's what this brochure is about. One copy of it can attract from 3 to 5 clients. And these ads really work.
But beautiful brochures can be seen not only ina place where services or goods will be offered directly to you. They can be laid out on tables at partner firms. Let's take an example. The flyers for an auto parts store or tuning shop can be laid out on a table in the break room at a car wash. 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 area of \u200b\u200bsales of goods or services. In beauty salons, you can give out beautiful promotional brochures with cosmetic novelties to clients, and in fitness centers, advertisements for sportswear will be appropriate.
Flyers
Thinking about how to sell your product? Many companies, in order to increase the demand for their products, order the printing of flyers. Does this ad work? By 10% out of 100. The output from the investment spent on the creation of the layout, printing and salary of the distributor is minimal. People walk past the flyers. They consider it the same spam as advertising on the Internet. Some take the leaves solely to help the promoter earn his salary. Such leaves are sent to the nearest trash can. Why? People don't like when ads are forced on them. Even if the offer is incredibly profitable, but the person at the moment does not need your product or service, he will throw out the flyer.
What needs to be done in order for the printing of flyers to pay for itself? Don't hand out paperwork on the street. You need to choose a place where you are exactlymeet people interested in your products. If you offer loans, stand next to a competitor's bank. If you're promoting food, go shopping. 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, you can meet much more potential buyers here than standing at the subway.
So that a person does not throw away a leaflet immediately after receiving it, you need to make it competently. The leaflet should become a value for the client. For example, you can offer a percentage discount to anyone who brings a flyer to the store. Then the potential client will not throw away the paper, he will put it in his bag and he will have an incentive to save the advertisement.
Banners
Let's do a quick test. Remember what is written on the nearest billboard, which 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 flash 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 won't 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 alive?
Many firms that have just entered the market want to become familiar to the buyer. Billboards are suitable for this purpose.perfect. A person will not examine the picture in detail, but he can throw a couple of sidelong glances towards the advertising stand. Therefore, if you want to create a strong connection in the minds of customers with your company name and products, you can use street advertising. Otherwise, it is useless.
But what about the fancy printed matter that turns into something voluminous? Such forms are in fashion today. This is how ads will work. Naturally, this is an expensive pleasure. The implementation of the original, and not a typical project, can only pay off over the years. So if you're looking for a quick bang for your buck, print brochures for your company.
Posters
Thinking about beautiful print advertising? Posters are ideal for this purpose. 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 posters of events are hung at stops, near entrances 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 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, company name, product name, or phone number. People will solve all sorts of puzzles or crossword puzzles 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 thought into one, maximum two sentences. Don't spread on the paper, nobody cares.
