In this era of the growth of online advertising, print advertising is often seen as being less desirable than online advertising. That’s an ignorant view of print’s place in any advertising campaign. Here’s why…
Good print advertising definitely has a significant role in achieving advertising objectives. In fact, at least one study by the branding agency Millward Brown used brain scans to demonstrate that paper-based advertising and digital advertising are treated differently as they are processed by our brains. The study showed that the tangible print media left more significant imprints in brains and caused more emotional processing in subjects. These are thought to be important from a branding and ad recall standpoint.
Of note is that this study only compared “static” online ads with similar print ads and not rich media and interactive digital ads. Such ads would be expected to be processed differently than static digital display ads.
The MIllward Brown Study could help advertising agencies and advertisers improve their print ads by adding to the various factors that comprise a good print ad. These factors include:
Objective: Every ad campaign and print ad should have an objective behind it. Specifically what is expected to be achieved by it? Most commercial advertisers are looking for a positive impact on branding or sales with a particular ad or ad campaign. Without clear objectives, how will you know if the ad or campaign was successful?
Target Audience: Before you do anything, you need to understand as much as possible about your target market. Specifically, who are your potential customers that you expect to reach with the ad. The more you know about their demographics and psychographics, the more likely you are to design an effective advertising campaign and the ads which make it up. My previous posts on this subject can be found here.
Marketing: It all Begins with Understanding Your Customer
Customer Insight: Why a Little Research Pays You Big Dividends
Customer Insight: Marketing Research You Should Be Doing
Match Concept to Target Audience: After all, your intent for a print ad or advertising campaign is to engage with its audience, create a positive impression with the ad and brand, be memorable and easily recalled and motivate the viewer over a number of impressions to take action.
The specific advertising appeal you use will depend on both your target audience and the products or services advertised. I’ve previously written about when to use certain appeals and the impact of rational advertising appeals and various emotional advertising appeals. You can find those posts here.
The formats you use should also reflect your target market. Choose particular print ad formats that are most likely to reach them effectively. Often the budget available also enters into this equation.
Specific Print Ads: When it comes to the ads you should remember the following points:
Clarity, Simplicity and Consistency Rule: Remember it usually takes multiple impressions before consumers respond to ads. If the ads keep changing in terms of logo, color, typography, layout, spacing, etc. it will only serve to confuse viewers and will have a negative impact on the ad’s effectiveness.
You have at most several seconds to attract the attention of viewers to your print advertisement. Less is often more. A strong compelling visual will help draw attention to your print ad. Research studies show that 70 percent of readers will only look at the visual, whereas only 30 percent will read the headline. When it comes to ad visuals consider the following:
- Use realistic photographs instead of illustrations. People tend to relate to realistic photographs over unrealistic ones or illustrations.
- Use relevant photographs instead of using photographs for shock value to gain attention. The photograph should be part of your marketing message.
- Use large photographs instead of small ones. Research shows that ads with large photos get higher readership than ads with smaller photos or no art. Your visual should be at least one half of your ad. Some researchers suggest that it should take up approximately two thirds of the ad.
Headline: The Headline is the next important element of your ad. I’ve previously written about headline composition for online writing. There are many similarities between online and print headlines. You can find this post here
Web Headlines: Do Yours Match Research Findings?
Unique Selling Proposition: Every ad should contain the Unique Selling Proposition (USP). Unless it is branding ad, using a call to action with urgency coupled with the chief benefits (USP) is also important to attain the ad’s objectives. My previous post on this topic can be found below.
Unique Selling Proposition (USP): Positioning Yourself Vis-a-Vis Your Competitors
The Ad signature should convey a positive brand image with the necessary time and contact information.
In view of the Millward Brown study mentioned at the beginning of this post suggests that as part of this process, advertisers might consider thinking about how readers will physically interact with the ad. For example, heavier paper stock and a textured finish could increase the tactile nature of the advertising piece and could increase the brain’s response to it.
The brain’s emotional engagement with tangible media might suggest that such ads consider using a marketing message that has an emotional impact. The potential for enhanced recall with tangible media also would suggest that advertisers consider using brand imagery in such ads.
In the end is it about simplicity, clarity and knowing your targeted audience.
