Thursday, May 15, 2014

Advantages Of Print - Part II

 
The advertising media format of the moment seems to be leaning more toward online advertising -- but does it clean up in every department?
 
Some progressives may say no, but the fact of the matter is that magazine advertising does have advantages in the media advertising mix.
 
One of the primary advantages of print media is its capacity to excite and stimulate when people are in a relaxed frame of mind. Even though online advertising has the edge in cost per lead terms, it is print media that seems to stay with us. If you run a magazine ad campaign, you are not able to monitor the effectiveness of that schedule in direct response terms.  While print media has moved away from the old reader service card response process, it is now perfectly positioned as the corporate, brand awareness medium.
 
Another advantage of print is credibility.  If you see it in print, it usually holds a higher position of respect and value -- one thing that the Internet can't fulfill due to the fact that it is very much a content-led format.  It depends very much on results from search engines for prospects than are typically already researching your company or product(s) largely due to pre-existing brand awareness.
 
Regardless of growth of the Internet, advertising through print continues to bring a definite competitive advantage. Let's just say that a company chooses not to communicate with customers and prospects. The result is likely that most prospective buyers will not even consider your company or product(s). It's simply "out of sight, out of mind."

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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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