Why Print Still Matters

When we talk about business marketing platforms, we never can forget good old-fashioned print. Despite many business owners opt to replace paper advertisements with online media, social media marketing campaigns, and other innovative digital renditions, the best solution appears when we use a combination of print and digital advertising.

Print is their main selling tool:

You know, when you read a book, the "book" object still has some magic. It is not the same thing to read it on a digital device. This analogy can be used to understand the actual power of an advertisment. Besides, digital media's immense amount of accessibility leads to distractions such as popup and sidebar ads tailored specifically to your personal needs using your search history. Many people find these ads intrusive and irritating almost an invasion of privacy.

Print advertisements not only enable your company to reach a non-digital audience, but they also give consumers a positive impression of your brand. Print is currently trendy in millennial circles, as are most "old school" practices.

In fact, when students inevitably ask about campus life, the recruiters keep the focus tight. No mention of photos, Instagram or Pinterest. No pointing to videos on Periscope, Blab or YouTube. Nope. No digital distractions. Recruiters from several Universities tells that colorful brochures allow to create a direct message to the future students. "Take a few for your parents and friends" they say.

Outcomes by media type

Attribute	Definition	Physical	Digital
Attention	A customer's focused attention for a sustained period of time on key components of the ad		X
Review time	The amount of time a customer spends with an ad	X
Engageent	The amount of information the customer processes or absorbs from an ad	X	X
Stimulation	An emotional reaction to an ad	X
Memory retrieval accuracy	Accurately remembering the advertising source and content	X
Purchase & Willingness to Pay	Whether and how much the customer is willing to pay for a product	X	X
Memory Speed and confidence	Quickly and confidently remember advertising source ad content	X
Desirability	A subconscious desire for the product or service	X
Valuation	The subconscious value a participant places on the product or service	X