The printed word in advertising can be highly informative, as opposed to the sketchier brief messages of television and radio. A small company has the ability to completely explain the features and benefits of its product in a one-page magazine or newspaper ad. A company that wants to sell a more expensive product through print media can create a comprehensive brochure, or even a sales kit, including colorful flyers, a sales letter, and a business card, all enclosed in a printed sales folder.
Small companies using print in advertising can expect their messages to last longer. The yellow pages, for example, are available 24 hours per day and seven days per week. Magazines and newspapers get passed around to other readers. That’s why both magazine and newspaper publishers keep both circulation and readership figures on their publications. A consumer may keep a postcard or advertisement received by mail for weeks before acting on it. Promotional items like bumper stickers, pens, and refrigerator magnets make for advertising that delivers an enduring message.
Building An Image
Business owners use printing in advertising to build their image. For example, a vacation resort company may use imagery in its brochures to entice consumers to visit. A beach resort company may use print to get the reader to imagine basking in the sun, lying on its pristine, white beaches. Pictures on the brochure can further enhance the consumer’s image of the resort area. Similarly, liquor companies have used sleek magazine ads for years to build their images. A company or product logo is the consummate image builder for a business, and should appear on all printed matter.
Companies can also better target and position their ads through print. For example, a small health store may order mailing lists of people who buy vitamins in the local area, or might advertise in a regional publication that appeals to workout buffs. Newspapers are also somewhat targeted, according to USAToday.com. Many older readers still prefer reading the printed versions of newspapers. Most print advertisers allow companies to position their ads where they want. A real estate company would want its ads in the section of a newspaper with property listings.