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.
Do you think direct mail has gone the way of the dinosaur? Think again. In 2013, nearly two-thirds of all consumers bought something as a result of a direct mail piece, according to the Direct Mail Association (DMA). Not surprisingly, people age 65 and older are prime candidates for direct mail, since they tend to stay at the same address for many years and they enjoy reading their mail. What might surprise you is that young adults aged 18 to 34 are also highly responsive to direct mail, according to Epsilon. Why? Because young people are constantly inundated with email, spam and social media messages, direct mail stands out as something different.
Social media protestors are asking streaming video platform providers including Amazon, Roku and Apple TV to stop carrying the National Rifle Association’s digital TV network. But those providers may not be quick to comply.
The NRA channel does not appear to violate any policies of services like Roku, which is an internet video box that connects to televisions and streams from almost any app that carries videos and shows. “We are an open platform for streaming and allow publishers to reach a TV audience,” a Roku spokeswoman said in a email, responding to a question on whether the company would consider blocking the channel.
“Roku prohibits publishers from distributing illegal content,” the spokeswoman said. “If Roku determines that a channel is violating this standard, or any of its other terms of service, Roku takes appropriate action, which may include disabling the channel.”