A form of marketing through advertising that takes the help of physically printed media is called print advertising. Advertisements are printed across various publications, such as brochures, newspapers, magazines, etc. This means of advertising has a wide reach out to the public.

Forms of Powerful Print Ads

The print media allows showcasing a brand along with its products across many formats. Following are the significant types of print advertising.

• Newspaper: The advertisements printed in the newspaper are recommended as the most critical marketing means. This tool is adopted for reaching out to the mass audience. Consumers who read newspapers are engaging and proactive and therefore develop a lasting impact.
• Magazine: Advertisements printed in magazines created a center stage for the brand. It targets a specific segment of the audience. The highlighted displays with high definition stick with the readers for an extended time even after turning the pages.
• Brochures: Even in a world driven by technology, brochures are one of the essential marketing tools. It creates direct contact with the audience. Brochures can help to share brand information with the world in a single sitting. It also ascertains credibility, authority, and brand value in the same format.

The Usefulness of Printed Advertising

In this new age of digital media, printed advertisements are still required and considered an inevitable form of marketing. Printed ads bring in several irreplaceable advantages. The advantages are as follows:

• Targeting Relevant Audience: Marketing through print advertising targets a relevant audience section. Ads printed in magazines of a specific subject are showcased to the public who have an interest in the concerned magazine and read it. Printed advertisements cast a pleasing and more prolonged effect than digital marketing, including an inattentive audience.
• Cost-Effectiveness: Print advertising is a much more budget-friendly form of marketing. This means of promotion is more effective and efficient, as they can be showcased in multiple modes. A printed advertisement lets a brand reach out to a larger mass at a comparatively lower cost. Local print advertising can be conducted at a wide range of budgets.
• High Engagement: Printed ads are viewed at a single peek for a longer time. These ads are not scrolled down or overlapped by the next ad. Therefore the printed ads are much more engaging and gain longer attention. The design and headline of a printed ad is made so that they communicate with a potential audience with the benefit of holding readers’ attention.
• Flexibility: While promoting through printed advertisement, the advertisers are offered a choice about placing the ad. Hence printed ads can be flexibly published in a location that enjoys the highest visibility. Thus the printed ad can be made more creative accordingly. Because of rapid turnarounds, last minute changes can also be made.
• Longevity: The most significant advantage of printed advertisement is it stays longer, or maybe forever. Newspapers are passed from one reader to another, making for a more extensive reach. Printed ads on shopping bags, calendars, etc., are kept in the home for a more extended period.

Conclusion

Printed media is not enough in this advanced era of digitalization. Yet, even being an outdated concept, printed ads still make their way to the audience. This form is most helpful when the target audience segment consumes the content.

Though often considered old-school, radio is still a medium that has stood the test of time. At the onset of the ongoing Covid-19 pandemic, the AZ Research Partners Private Limited have noticed that a 23% increase of radio listeners is noted amid the audience of India. This pandemic has led the audience to tune in to their favourite radio channels to stay updated about worldly affairs and learn about the current pandemic situation and restrictions. With the increase in the number of radio listeners, various brands, too, have gained profits in advertising their content on the radio resulting in the upsurge of radio as a prestigious platform for advertising.

So, let us now explore the advantages and the steps to follow to use radio for advertising successfully.

What are the top advantages of radio advertising?

Radio advertising comes with many advantages. The significant benefits are listed in the following.

• Radio is a flexible medium. Radio is one of the most flexible offline mediums as it allows you to make changes to your content in a short period. One can easily target advertisements to the audience based on the geographical location, time, program and channel. You can even customise your advertising based on your targeted region and audience further to boost the reach of the advertisement of the content.

• Radio advertisement comes at a low expense. This radio advertisement is less expensive than television advertisement, as producing radio advertisements is more accessible than any other medium. As for creating a radio advertisement, one needs an audio recording studio, a voiceover artist, a post-production budget, and hire regional voiceover artists to translate the content to the regional language. It helps to initiate the push for the firm reach of the advertisement.

• Radios have a vast reach. Radio advertisements are designed for an extended reach. Still, this medium tends to be more beneficial for region-based brands as the regional campaigns and promotions have a greater audience reach and success assuring high returns on the investments. Radios can target the vast locals of the nation, which seals the success of the advertisements having a hint of regional aspect to their content.

What are the steps leading to the success of radio advertisements?

There are three significant steps to follow, which will help reach the untapped audience and boost the advertisement’s success through the medium of radio.

• Target Audience.

When you are looking forward to boosting your advertisement on the radio, it is crucial to know your target audience and shape your advertising content according to your audience’s preferences.

• High Frequency is essential.

The advertisement’s success depends on the Frequency. The high-frequency will help gain prominence quickly, provided the advertisement has upbeat and catchy content.

• Identify the peak hour.

While you are launching an advertisement on the radio, it is essential to cleverly pick the slots when airing your advertisement on the radio platform. It determines the reach of your content to the untapped audience leading to the success of your advertising via radio.  

Thus, radio still holds firm ground in helping advertisements gain prominence and popularity amongst the audiences.

Television has been a popular medium for advertising since its invention in the 20th century. Even after the development of the mass media platforms, television holds a firm edifice airing advertisements to a larger audience. The big brands tend to achieve more success by investing larger capital in publicising their advertising on television. Yet the smaller brands’ too, with creative and catchy advertisements, actively get the opportunity to showcase the morals of their brand and gain prominence amongst the audience. TV holds a magnetic and resilient position globally when it comes to as a medium for effectively advertising contents of various brands and campaigns because audiences are still using this medium to stay updated about the happenings.

Let us now find out the reasons that influence television’s effectiveness in the world of advertising.

The crucial reasons signifying the effectiveness of television for advertisements:

• The reach of the advertisement through TV is undeniable.

Television has time and again proved that it is tough to beat its reach by any other mass media platform. On average, the audience watches at least 3.1 hours of television every day, which has seen an even more significant increase of the watch hours during this Covid pandemic scenario. Thus, with the number of hours spent watching the TV, it is evident that the advertisements being aired in the commercial breaks are experiencing decisive success. 

• Television still has undying popularity amongst people of all age ranges.

Television is still popular amongst the audience as it is still the most trusted platform for viewing news, entertainment and sports. Even though with the development of the mass media platforms, the popularity of TV has dropped that earlier, it still holds a solid audience base as the children are still hooked to them. About 70% of the world’s population still resort to television, which further cements its effectiveness in promoting advertisements.

• Television is resilient.

Even in the age of developed mass media and the popularity of the OTT platforms, television has managed to prove to be a resilient medium. The invention of platforms like Netflix and YouTube, which are popularly streaming entertaining content, has not been able to polarise television completely. Television has stayed as a steadfast medium, sharing trusted content to popularise advertisements to a larger audience.

• Television serves as a trusty medium.

The audience highly trusts the contents advertised through television. Television advertisements can gain the audience’s trust and achieve success as these advertisements through this medium get the ultimate chance of highlighting the product and mentioning its specifics in detail through sophisticated and creative content.

• Television is genuinely an effective medium.

The advertisements featured on television have more impact on the audience’s minds than any other online platform. Even though airing advertisements on television is cost-effective, it has indeed been an effective medium for promoting advertisements for ages bringing more assured popularity to the advertisements than any other platform.

To conclude, the points mentioned above truly define the reasons why television is still the most effective advertising medium worldwide. This advertising medium is still prized for its intense popularity, effectiveness and audience reach.