Print Ads Improve Online Conversions and Increase Campaign ROI’s
The more competitive advertising becomes the harder it gets to figure out where advertising dollars should be spent. For most small business owner budget or lack of one dictates the type of campaign you can run. In most cases creating a campaign that includes multiple types of media produces the best return on the overall campaigns investment. Part of that strategy of keep costs low enough is including print ads. Print ads are hugely beneficial for your ROI for several other reasons outside of being very cost effective.
Print Ads are the best inexpensive media for reaching affluent and educated readers across all generations and diverse interests. Traditional forms of media are having a new allure in being able to offer venues where the advertising can be showcased and viewed by an audience that is choosing to participate in the messaging as well as considered to be more reputable. Newspaper are highly trusted which is crucial when the ethics of journalism is becoming such a topic of conversation. With online forms of advertising the over abundance of advertising being thrown out there produces more advertising fatigue in the audience. Studies conducted since 2007 have consistently shown that print advertising is actually better able to propel an audience to act by producing more buyer impulses than online and even TV advertising. One recommendation experts give is to remove distractions by using a single column layout for your site as well as reducing the number of fields in submission forms.
Print ads also distinguish themselves from many other forms of advertising in that ads do not fade away immediately after the first exposure. Readership of a publication dictates that typically a newspaper cross paths with multiple readers who are making a conscious choice to flip through looking for articles and ads that jump out at them. For many types of media campaigns, advertising fatigue begins to set in after only the third or fourth exposure to an ad. After which point response begins to decrease. This is not the case for print ads which tend to grow in response rate after the fourth and fifth exposure.
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