A Business’s Handy Guide to Advertising Mediums
Advertising is everywhere, which means… tons of opportunities to sell all sorts of wacky things!
Sadly, it also means more fatigue for everyone, as we see the same ads over and over again. So how can brands and businesses ever stand out without looking and sounding the same as others?
Well, one key difference lies in the way advertising mediums are used. Let’s take a peek at each of their pros and cons!
Print Advertising
Newspapers, Magazines, Posters, Flyers, Brochures, Annual Reports, Packaging Design, and POSMs. Now, if you wanted to run an advertising campaign, how would you use them effectively?
PROs:
- It’s Physical
Not everyone likes digital advertisements. Some prefer to physically hold onto something and engage with it up close. It’s more effective in capturing your audiences’ attention for a longer duration than your typical digital ad due to the fatigue of seeing the same things online every day. Also, it won’t annoy them by bombarding unwanted or unrelated content.
2. It’s Cheap
Over the years, printing costs have fallen significantly due to the shift towards digital advertising. But the main driver in price reduction is all thanks to advanced printing equipment that operates more efficiently while driving down costs through digital files and tools that improve and speed up production.
3. Great for Local Geo-targeting
Before digital advertisements became a popular medium, businesses used to rely on flyers, brochures and direct mail to engage with their local customers. Even now, businesses that only target local audiences will prefer this over digital as it effectively creates sufficient awareness on what they offer without having to resort to ranking for keywords online.
CONs:
1. Limited Reach
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Unlike digital advertisements, print can only go so far in terms of numbers. If you’re looking to go viral, the print might not be the best choice as you’ll be missing out on a significant amount of people who might be interested in your business.
2. Requires Extra Planning
Creating any advertisements takes time. But with print, there is an extra layer of technical knowledge needed to be able to physically present your advertisements in the best possible light.
Some elements you’d have to consider would be:
- What material to use
- Which finishing suits it
- The sizes and measurements of the medium
3. Wastage
Unless you’re printing on eco-friendly materials, chances are those physical advertisements will mostly end up as waste. If your target audience is especially sensitive about environmental matters, then you might need to consider alternative methods to get your print ads out.
4. Silence
While print excites the visuals, it lacks engagement where our ears are concerned. Think about music and sound effects from commercials, or the tone of someone speaking. Maybe a jingle from a particular brand just popped into your mind? Sounds play a pretty significant role in the memorability and effect an ad has on consumers.
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