With digital media constantly consuming us through social media, email
advertisements, mobile phone apps, Internet ads, re-marketing campaigns
and so much more it could be easy to cut print advertising from your
marketing budget because you’re told it is ineffective. After all,
everyone is always on his or her mobile devices, right?
Actually you might be surprised once you start researching it. A number
of studies show people react differently to print media than they do to
digital media. In the 2008 study published by the Journal of Research in
Reading, shows that reading ads online isn’t as effective or rewarding
as their printed counterpart.
Multimedia features of ads and physical manipulation of ads tend to
distract the reader from the focus of what they are reading and could
leave little room for imagination to come into play. The result is that
readers do not fully absorb digital media in the way they absorb print
media information.
Print advertising is fully controlled by the reader. He or she decides
how long to stay on each page and when to move away. So to fully
maximize your users experience here are a few things you should do and a
few things you should not do when working on a print ad.
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