Are Print Ads Still Worth It?
In an increasingly digital world, and a still unsure economic climate, many businesses are asking themselves if print ads are still pulling their weight. The answer is: that depends on what kind of a print ad.
You Get What You Pay For
It’s the classic quantity-versus-quality, you-get-what-you-pay-for argument when it comes to print advertisement.
For instance, local newspapers often offer to design your ad for free—what a deal, right? Maybe not. Consider the fact that the designers making your newspaper ad know little about your company or its marketing objectives. With newspaper deadlines and a handful of other ads like yours to throw together, these designers have their own time and aesthetic constraints in mind. The result? We’ve all seen one. An ad that is so terrible it actually becomes an eyesore on the page. Not the look you are going for. That free ad could just end up costing you due to the negative impact it has on your brand image.
Design Department Tips
Even a good free ad is not that valuable to a company. Why? Because it is not your property. Say the ad is doing great in the Gazette, so now you want to put one in the Herald too. Too bad. You are going to have to start from square one in the Herald’s design department.
Prime Ad Real Estate is Available
This is not to say that print advertisement is a losing battle. A well-played print ad—backed by a solid marketing plan—still packs a punch. In fact, a print ad strategy could be especially effective now, when other companies feeling the financial pressure are pulling their ads out. More and better ad real estate is opening up, meaning better visibility for your ad, less competition, and the likelihood of holding on to long-lasting preferred placement.
Choose a Marketing Agency to Help
But with your ad front and center, it’s also more important than ever to make the greatest impression possible with that ad. This is image-development 101—no shortcuts. Work with an agency that understands ad strategy and design. A good marketing team will take into account messaging, timing and placement and make recommendations according to their years of collective experience and knowledge.
With all of the t’s crossed and i’s dotted, the well-planned ad will recoup its cost through the impact it has on the consumer.
For more tips on advertising, or to get started on a fully conceptualized, locked and loaded ad campaign strategy, call the “A-Team” today!
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