Is print still effective?

Print consists of the marketing communications pieces used to support the branding and sales effort of a product or service. Print comes in all different shapes, sizes and materials, and even three dimensions. Print includes collateral like capability brochures, college viewbooks, annual reports, posters, data sheets, sales folders, newsletters, leaflets, catalogs and manuals. Direct mail is a category of printed materials that includes fliers, college search pieces, postcards, letters, invitations and circulars.

Another important segment of print is packaging and labeling of a variety of consumer products such as electronics, home goods, software, entertainment, food and beverages. Point-of-Purchase (POP) displays are used to merchandise products; this includes displays that can sit on a countertop, in-line signage that sits on a store shelf, or floor stand displays.

Is print still effective?

Since the dawn of the Internet age the death knell for print has been ringing loudly. Print is everywhere and we all take it for granted as part of our daily lives. The fact is print has been the world’s number one form of communication for so long we tend to underestimate its influence on the consumer. Print remains amongst the most trusted forms of media. Print is tangible, it’s real; and this translates to the consumer brand experience of products and services.

A compelling message and design combined with the physical characteristics of print stimulate all the senses; the beauty of reflective imagery and ease of readability, the tactile feel of the paper, the smell of a perfume sample, and of course, the sound of turning pages. In combination, they can have a deep and lasting effect on the target audience like no other form of media.

The advantages of print media

Authoritative: The printed word is widely accepted as accurate.
Trusted: Print has a high degree of credibility because it is permanent.
Reinforcement: Print can be easily read and reread.
Simple: Complex ideas can be explained in a linear fashion.
Portable: Print can be read virtually anywhere.
Tangible: Print is real.
Versatile: Print comes in variety of shapes, sizes and materials.

The disadvantages of print media

Static: Printed media cannot communicate with sound or movement.
Permanent: Print is laborious to change.
Lead-time: Printed media can involve time-consuming print production.
Expensive: Print requires minimum quantities that may not be needed.
Distribution: Print needs to be shipped to reach audiences.
Waste: Discarded print media accumulates in our landfills.
Toxic: Printing uses ink and other harmful chemicals.

Before you decide to give print the boot, remember the consumer will never have to wait for print to boot up. When used in integrated marketing campaigns, print has the ability to enhance the impact of all other media by engaging the consumer with very real and tangible communications. The importance of printed materials cannot be underestimated in today’s integrated marketing programs.