Definition: Print Advertising refers to advertisements published in hard copy in large-volume publications like newspapers, magazines, journals, brochures etc. It aims to gather the attention of the target audience when they go through with the particular publication. This ultimately persuades them to try the product at least once. At present, no newspaper, magazine or journal can survive without advertising revenue.
It is a form of outbound marketing that makes use of physically printed media to reach customers on a large scale. In this, you will find written text or pictures to attract the target audience. It is generated mechanically or electronically via printing or photocopying. Further, it is one of the very common and oldest forms of advertising, which is an effective tool even now.
Salient Features of Print Advertising
- Quick market penetration
- One way communication
- Little control over purchasing decision
- Delayed feedback
- Suggestions offered
Do you know?
Around 7 out of 10 households with an annual income of over $100000 read daily newspapers. Further, those who have the habit of reading newspapers often browse the print ads that they come across. Such readers do not take the buying decision right away, but it has a recall value, i.e. whenever they will see it in the market, they will probably buy it.
Types of Print Advertising
The print medium is divided into two parts:
- Periodical Publications, which include newspapers
- Other publications like books and other printed material.
A newspaper is a printed periodical containing a written account of events that took place or are about to take place. They cover as many facts about an incident as they can be gathered in a limited period of time. It is published daily or weekly. They are bought for their news values. It is a great avenue for mass communication, which gives information about current affairs, products and services, deals and discounts, etc.
Magazines refer to serial publications comprising various articles, stories, features, advertorials, etc. One can get magazines by subscribing to them. After which, it is distributed via mail, bookstores or vendors. Different types of magazines are there for different categories of readers. Publication of a magazine takes place weekly, fortnightly, monthly or quarterly.
They are divided into five groups:
- Special Interest Magazine
- Trade Magazine
- Technical Magazine
- Professional Magazine
- Regional Magazine
A poster is a printed paper creatively designed in various sizes and pasted on a wall facing the road so that the passerby can see and read it. It comprises textual and graphic elements. Advertisers use posters for events and political parties to convey the message to the general public.
Books store data for educational purposes. However, they are non-commercial in nature. They are available in various sizes, languages and paper quality. These are used by the publication houses to advertise about their publications.
Companies publish journals in different sizes and formats. They use it as a tool for marketing products and services. You can find them in bi-fold or tri-fold formats. Moreover, it comprises a brief detailing of the company and its offerings.
They are just like magazines, but they are non-commercial. You may find it common with corporates. Publication of journals takes place at timely intervals. Its circulation is in-house. These are read in free time when the reader is ready to receive the advertisements.
Limitation of Print Advertising
- Covers only the literate population: One of the greatest limitations of print advertising is that only the literate population can read the advertisement. The literate population is still not 100% in many countries of the world.
- Limited Reach: Depending upon overall readership, more than 90% of newspaper and magazine readers are present only in urban areas.
- Expensive: The continuous hike in the price of newspapers and magazines often prevents a wider population from purchasing them.
- Outdated: The emergence of digital news platforms has also reduced the number of total physical newspaper and magazine readers.
- Hard to measure: It is hard to measure the impact or reach of print advertising on the readers. One cannot determine the effectiveness of this form of advertising in terms of sales.
A word from Business Jargons
Print Advertising is the largest organized advertising medium. It appeals to the audience through the sense of sight, i.e. eyes.