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Why Print Ads Work

Why Print Ads Work

Consumers respond more to print ads than digital ads


Why You Should Use Print Advertising 

Print advertising establishes credibility, the first step to building the trust required for customers to take action.

  1. Print Ads Convert More Customers

Believe it or not, print advertisements have a significant impact on converting prospects to customers. Nearly 80% of consumers act on printed direct mail advertisements compared to 45% of consumers who act on electronic advertisements.

If you’re wondering whether print is right for your business, the bottom line is that printed ads have much more influence on our buying decisions than electronic advertisements.

  1. Print Offers Strong Audience Demographic Targeting

Successful small businesses break down their loyal customer base by demographics and target new prospects by placing printed ads in publications read by the target audience.

People subscribe to magazines and read physical content in order to learn new skills or indulge in a personal passion. Dog lovers who want to purchase healthy food for their pets are more likely to find the right brand in a publication such as Dog Fancy than through an email blast from an online marketing agency.

  1. Print Advertising Is The Best Way To Build Trust

Most consumers understand the Internet is rife with fake advertising and grossly misleading marketing campaigns. The dubious reputation of online ads keep print advertisements as the most trusted source of marketing information.

Print advertisements do not include those annoying pop-up screens so prevalent in digital media. A well-designed print ad presents a concise message without other distractions.

  1. People Interact And Engage With Print Differently

There’s something to be said about the power of paper. According to a recent study by Canada Post and performed by Canadian neuromarketing firm TrueImpact, direct mail was easier to process mentally and tested better for brand recall. The study reported that print ads activate different parts of the brain than digital ads, and viewing them “involves more emotional processing, which is important for memory and brand associations.”

People have an easier time recalling ads that were seen in print. In addition, the study revealed that people place a higher subconscious value on products and services that they’ve seen advertised in print.

Print Bolsters Electronic Advertising

Savvy business owners know that print advertising drives traffic to their digital media, making online advertising much more effective.

Although online marketing costs less than promoting your brand in print, a combination of print advertising and digital media creates an effective marketing strategy, improving brand recognition and higher customer conversation rates.


Sources: Golden Mailer, Inc., Hearst Bay Area, Forbes