Print advertising


Print advertising is a mass communication technique that transmits an advertising message using the printed media.

It is important to consider that print advertising is massive and impersonal and is used to inform or persuade a target audience. The communication message is captured or printed to reach the target market or target market.

These ads are primarily intended to inform or persuade. When the objective is to inform. The advertising message is used to talk about the existence and characteristics of certain goods or services so that the consumer knows them.

Whereas, if the objective is to persuade, the message seeks to convince the consumer that the product or service offered by the company is better than the products offered by the competition. The purpose is for you to choose the product or service and buy it.

Above all, this form of communication uses printed media such as newspapers, magazines, brochures, pamphlets and billboards, among others, to be able to carry the message to customers and consumers.

Types of print advertising

The main types of print advertising are:

1. Newspapers

In the first place, the newspaper is a printed communication medium that contains articles on different topics and news of an informative and opinion type.These media have a lot of influence on the formation of the political, social and economic opinion of the reader. Newspapers are publications that come out every day.

In addition, they are divided into various sections to meet the interests of different people. A newspaper has sections such as economics, finance, sports, culture, entertainment, fashion, social, etc.

For this reason, they are means that are used to transmit advertising messages focused on different market segments. It is a very useful means of investing and selling.

Newspaper ads can be:

to. Classifieds

For starters, these ads appear in the classifieds section. They are small ads that generally include only text. They are organized by categories such as real estate, automobiles, jobs, among some; with the purpose of facilitating the search. They contain a brief description, contact information and in some cases, product prices are included.

b. Graphics

On the other hand, display ads are those that contain text accompanied by images. They can appear in different sizes. The most common sizes are double page, one page, half page, etc. And they can be in color or black and white.

2. Magazines

Second, magazines that are also periodicals. Generally, they are published biweekly or monthly and are aimed at specific readership groups. They include articles on diverse but specialized topics.

Undoubtedly, magazines are considered the highest quality graphic print medium. This from a technical point of view, due to the superiority in the definition of images, colors and texts. In addition, they reach a more selective audience because they focus on specific topics. There are scientific, entertainment, specialized and informative magazines.

Magazine ads are generally full-color and quarter-flat, half-flat, full-flat, headband, and flatbed sizes.

3. Fences

Third, we find the fences. Billboards are print advertising that is generated to be seen at great distances. Its location is properly planned so that it is in a busy place and above the eye level of the receiver.

In fact, the purpose of billboards is to capture the attention of the recipient, imprint an idea in their mind, and convey a message. It is a very effective means of mass communication, because its message is perceived by an unlimited number of audiences. Some have interior lighting and others exterior.

4. Brochures

Fourth, there are brochures and they are printed documents that contain images accompanied by relevant information. They are used to disseminate and promote institutions, services and products. The most used are the flyers that are distributed from hand to hand, containing brief and concise information. Also, the trifoliares are used, which are divided into three parts and contain widespread information. Typically, they are used to promote institutions such as universities.

5. Direct mail

Finally, direct mail that can be used to reach selected groups of people. It can come in the form of letters, brochures, and flyers sent through the mail. Companies have lists of selected clients to whom they send their communication messages.

Print advertising

Advantages of print advertising

Among the main advantages of using print advertising, we can mention:

  • Wide reach: With print advertising you can reach a large number of readers who have different interests.
  • They are means of easy access: Most of the people have access to these means of communication. So it is very easy to reach a large number of your target audience.
  • Message permanence: Messages stay for a long time. For example, if a magazine is published monthly, the duration of the message content is one month.
  • Strengthening the message: When they repeatedly use the same ads, they create credibility, permanence, performance and engagement of the message.
Print advertising

Disadvantages of print advertising

Some of the main disadvantages are:

  • High cost: Advertising can be very expensive, especially when using magazines or billboards. Since they require high quality and definition. Similarly, the cost of advertising through these media can be very high.
  • Does not reach certain segments: Generally, magazines and newspapers are not viewed by segments such as children and adolescents. Because they are not in accordance with your interests.

Finally, it can be said that print advertising occurs when any print medium is used to communicate an advertising message.

Therefore, one of its main benefits is that the message reaches the target audience in tangible or physical form. This allows the communication message to remain for days, weeks, months or years. In addition, the printed media generate trust in the recipient, which is why they continue to be one of the most used by companies to achieve their objectives.

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