08 August 2013
How Printed Advertising Still Has Potential Benefits
The Question of Credibility
You have probably exasperatedly stood in line behind one, have been one yourself, or have perhaps watched a reality show featuring an extreme case of the crazy coupon lady. While she may have found many of the coupons online, you will find that usually the majority still comes from printed ads. Many stores have become slightly more lenient about accepting Internet coupons, but at one time there were few that did. This is because while the Internet offers a wide variety of information at a click of a button, not all of that information is always factual. This stands for ads as well. You have all seen the banners that pop up on the screen proclaiming that you are the lucky visitor who wins the free iPad, but very few people actually click. Why? Because more than likely it will turn out to be spam or even potentially result in a virus on your computer. A printed ad, on the other hand, feels more substantial and valid, and more often than not, is actually true. Research studies have shown that consumers tend to give a trust rating of 65% to print media, while around a 25% rating to online media. For most consumers, the printed word still holds more credibility than the other media options.
Part of the trustworthy feeling from print media comes from its tangibility. The ad is a physical object, and one that can be kept. While online ads can potentially be bookmarked or kept in an email, most appear on websites that are visited for a short time. A printed ad, however, can lie around the kitchen for months. It can also be passed on to friends or family, and used to target a specific audience. Printed ads also provide more room for information, logos, and attention-getting graphics without the need for scrolling. In the end, the most successful advertising will combine a balanced mixture of online and printed advertising from a Pittsburgh printing company to reach a wide audience. In fact, you can begin by adding QR codes to your printed ads that allow a customer to scan with a smartphone and be taken to your website.