Before the advent of new media such as social networks and online advertising, the marketing arena was dominated by print. Hence the term: print advertising. And despite the now lofty status that the internet enjoys in the big share of advertising strategies, print just won’t go away easily. It still has its clientele base that deems it still effective.
Here are some hard facts from www.adelaidedigital.com to answer the why:
Physical Souvenir/Memento – People would still want to hold onto something they can call their possession. What is the essence of gifts? Would you prefer an online card to a real card for your birthday? Of course not. There are still some things in life that need personal touch; something that will never be taken away by any sort of computer virus or anomalies.
It builds brand story and reputation better – If you own a company, you have most likely dabbled into two options for marketing: traditional and online. Why? That is the standard. Despite the fact that more and more people spend countless of hours in front of a PC daily, the physical souvenirs in forms of promotional merchandises are still there to stay. Take for example branded pens from doctors or caps with company logos for employees. Nothing beats its reach and the appreciation that a company gets from people receiving them. One more thing about promotional materials that underwent the traditional printing services to be reproduced: as long as they are usable, they would still be effective for years to come.
Preference for Banners – Why do you think are there roads still laden with towering bill boards and big banners? It is because they still work their magic like the first time they were used. Pull up banners is part of the display system advertising and it commands impulsive behavior as long as it is visually appealing with the right blend of words. They are highly portable and since everyone’s outside doing something else (going to work or at school), chances are they’d spot that ad as long as it meets the eye in busy intersections.
There are still a lot of real readers – With all the fad about portable reading tablets, it still can’t be denied that print industry out shined competition by becoming the fastest growing industry. With the print industry booming, what fuels their growth is money generated from ads. And what does this tell average readers? Your population is not yet close to dwindling. So for a company confronted with a lot of options, not omitting ads for print will be a good start.