IMPORTANCE OF PRINT MEDIA ADVERTISING FOR EVERY BUSINESS

Shalom Solomon 19th October, 2021

In advertising or marketing of a business or product, marketers are faced wit a plethora of marketing media to promote their products. In present times, most marketers subscribe first to digital marketing channels; seasoned marketers however have advised that in marketing, digital and traditional marketing methods should be used together.

This is sound advice because any marketer that wishes to make good return on investment for a marketing campaign should use every channel possible to reach his target market. In other parts of the world, TV ads, radio ads are still the major form of advertising. For small businesses in Nigeria, these forms of traditional marketing are a bit on the high side; print advertising remains the best option. We will see why below.

Photo Credit: Pixabay

Why is Print Advertising Important?

1. Trustworthiness:

One major disadvantage of digital marketing is that literally anyone can put up an ad on the internet. While this is not always bad, it gives room for all kinds of information especially false information to find their way to others. This has made a lot of people wary about information shared on the internet thereby reducing the credibility of a digital marketing campaign. For print however, this untrustworthiness is a bit reduced. People tend to believe information received from a trust worthy source. As such, your marketing campaign receives more credibility and in turn a higher return on investment.

2. They are always there:

There is this saying that what is written cannot be unwritten. Unlike other forms of marketing, a major feature of print media is their permanence. Hence, people can always refer to your ad on a flyer, poster, billboard or newspaper when they need your services. In the case of billboards and posters, whenever people pass they see your ad, this consistency will help stamp your brand in their minds and in turn increase visibility for your business.

3. Print media advertising narrows the target market

Print media advertising enables you focus your marketing campaign. With billboards, posters or flyers, you can target a particular geographical location to market your business. For instance, a new laundry shop can make flyers and share around the locality it is situated in; after all, a majority of the shopÃ¢â‚¬â„¢s customers would come from those living in its environs.

4. Produce good ROI:

Marketing with print media is not a waste of resources. Even with every process turning digitalized these days, print companies still make good income from advertising for others. That means print is still a viable means to market your products. We still have billboards put up every day, printing presses still print hundreds of flyers, posters and flex banners every day. Your marketing campaign will not run a loss with a properly planned print media advertising campaign. as a matter of fact, print media advertising has always produced good return on investment.

5. Cost effectiveness:

Yes, print media advertising can be on the high side if you are using channels like billboards, magazines or newspapers. There are other cost effective print media for advertising that produce good results as well. In fact even top level companies sometimes use posters, handbills, flyers or flex banners to market their products. The major focus of any marketing campaign is to reach the target market using the right contact points.