What Is Print Advertising? Definition of Print Advertising, Print Advertising Meaning and Concept
Print advertising is a mass communication technique that conveys an advertising message using print media.
It is important to consider that print advertising is massive and impersonal and is used to inform or persuade a target audience. The communication message is expressed or printed to reach the target market or target market.
Fundamentally, these ads are intended to inform or persuade. When the goal is to inform. The advertising message is used to talk about the existence and characteristics of certain goods or services so that the consumer knows them.
While, if the objective is to persuade, the message seeks to convince the consumer that the product or service offered by the company is better than the products offered by the competition. The purpose is that you choose the product or service and buy it.
Above all, this form of communication uses print media such as newspapers, magazines, brochures, pamphlets and billboards, among others, to be able to carry the message to customers and consumers.
Types of print advertising
The main types of print advertising are:
1. Newspapers
First of all, the newspaper is a printed communication medium that contains articles on different topics and news of an informative and opinion type. These media have much influence on the formation of the political, social and economic opinion of the reader. Newspapers are publications that come out every day.
In addition, they are divided into various sections to meet the interests of different people. A newspaper has sections like economics, finance, sports, culture, entertainment, fashion, social, etc.
For this reason, they are media that are used to transmit advertising messages focused on different market segments . It is a very useful means to invest and sell.
Newspaper ads can be:
to. classifieds
For starters, these ads appear in the classifieds section. They are small ads that generally include only text. They are organized by categories such as real estate, automobiles, jobs, among others; in order to facilitate the search. They contain a brief description, contact details and in some cases product prices are included.
b. Graphics
On the other hand, graphic ads are those that contain text accompanied by images. They can appear with different sizes. The most common sizes are double page, one page, half page, etc. And they can be in color or black and white.
2. Magazines
Second, magazines that are also periodicals. Generally, they are published fortnightly or monthly and are aimed at specific groups of readers. They include articles on diverse but specialized topics.
Undoubtedly, magazines are considered the highest quality graphic print medium. This from the technical point of view, due to the superiority in the definition of images, colors and texts. In addition, they reach a more selective audience because they focus on specific topics. There are scientific, entertainment, specialized and informative magazines.
Magazine ads are usually in full color and in quarter-, half-, full-, headline, and roba-flat sizes.
3. Fences
Third, we find the fences. Billboards are printed advertising that is generated to be seen from great distances. Its location is properly planned to be in a high-traffic location and above the receiver's eye level.
In fact, the purpose of billboards is to capture the receiver's attention, record an idea in their mind and convey a message. It is a very effective means of mass communication, because its message is perceived by an unlimited number of audiences. Some have interior lighting and others exterior.
4. Brochures
Fourth, there are the brochures and they are printed documents that contain images accompanied by relevant information. They are used to disseminate and promote institutions, services and products. The most used are the flyers that are distributed from hand to hand, they contain brief and concise information. Also, the trifolioles are used, which are divided into three parts and contain very extensive information. Normally, they are used to promote institutions such as universities.
5. Direct mail
Finally, direct mail that can be used to reach selected groups of people. It may come in the form of letters, brochures, and flyers sent through the mail. Companies have lists of selected clients to whom they send their communication messages.
Print Advertising Types
Advantages of print advertising
Among the main advantages of using print advertising, we can mention:
- Wide Reach : With print advertising you can reach a large number of readers who have different interests.
- They are easily accessible means: Most people have access to these means of communication. So it is very easy to reach a large number of target audience .
- Message permanence: Messages remain for a long time. For example, if a magazine is published monthly, the length of the message content is one month.
- Strengthening of the message: When they repeatedly use the same advertisements, they create credibility, permanence, performance and engagement of the message.
Print Advertising Advantages
Disadvantages of print advertising
Some of the main disadvantages are:
- High cost : Making ads can be very expensive, especially when using magazines or billboards. Since they require high quality and definition. Similarly, the cost of advertising through these media can be very high.
- Does not reach certain segments: Generally, magazines and newspapers are not viewed by segments such as children and adolescents. Because they are not in accordance with their interests.
To finish, it can be said that print advertising occurs when any printed medium is used to communicate an advertising message.
Therefore, one of its main benefits is that the message reaches the target audience in a tangible or physical form. Which allows the communication message to remain for days, weeks, months or years. In addition, print media generate trust in the recipient, which is why they continue to be one of the means most used by companies to achieve their objectives.
