Why Print Advertising?
Print Excels in Generating Awareness, Lasting Impression
In the modern marketing landscape, creating awareness is often the first and most critical step in the marketing funnel. The marketing funnel is a model that describes the customer journey from initial awareness of a brand or product to the final purchase decision, with stages such as awareness, interest, consideration, intent and decision. Among the many methods of driving awareness, mass media—television, radio and print—stands out as a cost-effective way to reach a broad audience at the top of the funnel.
Mass Media and the Awareness Stage
The awareness stage is where potential customers first encounter a brand or product. At this point, the objective is not necessarily to persuade individuals to purchase but to ensure that as many people as possible are exposed to the message. Mass media, with its broad reach and ability to target large and diverse audiences, excels at this.
While digital platforms have gained popularity, research continues to demonstrate the unique advantages of print media in building initial market awareness.
Print advertising stands out for its ability to create a lasting impression. A study by Temple University, commissioned by the U.S. Postal Service, found that print advertisements, including magazines and direct mail, are more engaging than digital ads, leading to higher rates of recall and emotional impact. The physical nature of print media allows for deeper cognitive processing, meaning consumers are more likely to remember a brand after being exposed to a print ad compared to a digital or fleeting TV ad. This makes print an excellent vehicle for awareness campaigns, especially in industries where long-term brand recognition is critical, such as luxury goods, healthcare and education.
Print media also has the advantage of being highly targeted. Magazines, for instance, cater to specific interests and demographics, allowing businesses to reach a well-defined audience. For instance, health-conscious consumers are more likely to read wellness-focused publications, making print media highly relevant to niche markets. Additionally, print advertisements often enjoy longer shelf lives. A magazine might stay on a coffee table for months, allowing multiple impressions from a single ad placement, unlike TV or radio ads that are transient in nature.
Moreover, print's tactile nature adds to its effectiveness. The feel of a well-designed magazine or direct mail piece can engage more senses than digital or broadcast media, enhancing emotional connection and trust. Research from Millward Brown found that material printed on high-quality paper produces a higher perceived value of the advertised brand, which is crucial in building awareness and perceived credibility.
