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In spite of the ubiquitous presence of the radio and television along with the onslaught of banners, pop-ups and all manner of intrusive online ads; newspapers and magazines are, and always will be, a mainstay forum for mainstream advertising. Print ads have always been for most people, the easiest media to handle and if your company isn’t running them in newspapers and magazines, they probably should.
A major advantage in magazine advertising is that an advertiser can request special ad positioning. This means you can ask that your ad is placed in a specific page or within a column article. This will bring greater visibility to the brand. This is also commercially more effective as potential buyers would notice it. It is a different matter if you don’t want to specify where your ad should appear.
Over a period of years, magazines create a vast pool of loyal readers who feel safe in its very credible environment. The interactive element may be less when you compare it with the aggressive online advertising. But the key factor is credibility that print media advertising continues to reign over. It explains why magazines are known as potential promotional vehicles. It adds improved quality branding that adds great value to your range of products.
In print media, the advantage of catering to specific target audience opens up countless opportunities to enhance sales figures. A fashion magazine would highlight cosmetic products and fashion accessories. At the same time, a sports magazine would display sports related ads to cater to its readers. There is no wastage of resources as ads get to reach the target audience.
Think carefully about this. If your ad doesn’t stand apart, doesn’t attract, appeal or delight in some way, the readers you want to capture and bring into your world will simply turn the page and plow on through the dull stuff... until they bump into an ad that compels them to stop and pay attention to what may well be your competitor’s message.
So take a close look at your company’s ads. Do they stand out from the crowd of other ads? Are they different from your competitor’s ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and winning way?
If so, let them run and run, because those are the kind of ads that can add to your bottom line. |
