When it comes to print advertising, advertisers want to make a connection with consumers – through humor, price point, convenience, etc. – to convince them to make a purchase. However, for the advertiser, the concepts that drive media decisions can read like a bowl of vegetable soup – CPM, R&F (reach and frequency) and ROI.
At Main Street Direct, we take all these factors (and many more) into account to produce strategic print advertising campaigns that incorporate compelling creative and get your message into the hands of readers. And we do it PDQ!
While advertising in alternative media – search engine marketing, banner ads, DRTV and e-mail marketing – gets most of the headlines, print advertising continues to be a cost-effective way to help consumers gain awareness of a new product or service. And despite declines in the market, print advertising revenue is still expected to be more than $10 billion for 2008.
With newspaper and magazine circulations numbering in the billions, and the high level of specialization afforded by print (especially magazines), print advertising is a solid way to reach a highly targeted customer niche. Additionally, one area in which the print media industry is seeing growth is among Hispanics, which makes print advertising especially effective when it comes to the growing importance of Hispanic marketing.
Print advertising also is effective because of its active response. Television conditions people to be entertained, so they just monitor the screen – a passive behavior. However, print advertising centers around focused reading and screening of the material. It’s an active choice by the reader, requires a higher level of attention and, therefore, results in a higher level of recall and has a greater impact on purchase-making decisions. Even a brief glance at a print ad can reinforce product messages gained from previous exposures.
Print advertising is both complementary and supplementary to the numerous traditional and alternative media advertising channels offered by Main Street Direct. Let us show you how to integrate print advertising into your direct response campaign.