Print Media Advertising Examples : Print media advertising has been around for centuries and remains an effective marketing channel for businesses of all types. Newspapers, magazines, flyers, pamphlets and direct mail are all examples of print media that can be leveraged for brand exposure and generating sales. While the options for digital advertising have grown significantly in recent years, print advertising still provides certain advantages like:
• Reach – Print media has wide circulation, giving you access to mass audiences.
• Ease of Creation – Creating print ads is relatively simple compared to video or complex web ads.
• Tangibility – Print ads result in a physical piece that can be saved, shared and referenced later.
• Credibility – Many consider print ads to be more credible and trustworthy than digital advertisements.
• Lower Costs – Print media ads can often be produced and placed for lower costs than digital channels.
Let’s explore some common print media advertising examples and factors to consider when designing ads for each print medium.
Award Winning Print Media Advertising Example:
Award: Graphis
Client: Subaru
Ad Agency: DDB New York
Newspaper Advertisements
Ads in newspapers provide a high level of reach at relatively low cost. Most businesses start with newspaper ads to raise brand awareness, generate trial and drive customers to their store or website. Some key considerations for effective newspaper advertising include:
• Keep layout simple with large fonts, headlines and images. Readers typically scan newspaper ads quickly.
• Focus on a single offer or call to action to maximize response.
• Limit use of white space to avoid ads looking sparse in the narrow column format.
• Use highlighted text, borders and graphics to create visual interest and separation.
• Test different ad sizes from smaller classified ads to quarter or full page displays.
• Run ads regularly to build awareness and remain top of mind over time.
Magazine Advertisements
Compared to newspapers, magazine ads generally offer higher production quality, full color printing and a more targeted audience. They work well for brands seeking to build an upscale image or targeting niche interests. Key factors for magazine ads:
• Choose publications that match your target customer demographic and interests.
• Use high resolution images to showcase your brand visually in an emotional and compelling way.
• Include lifestyle images that position your brand as part of an aspirational experience.
• Integrate your ad with related editorial content for increased credibility.
• Aim for balance between images, text, headlines and white space for aesthetic appeal.
• Test different ad sizes from half page to full page spreads for greatest visual impact.
Flyers, Brochures and Pamphlets
Printed collaterals like flyers, brochures and pamphlets are cost-effective for raising awareness, distributing product information and promoting time-sensitive offers. Advertising elements to include:
• Clear calls to action like “Call now”, “Visit us” or coupon codes to prompt readers to take the next step.
• Factual product descriptions, key benefits, features and specifications.
• High resolution photography showing your products in use cases.
• Testimonials and brand logos to convey social proof and build credibility.
• Contact details including address, store hours and website URL for ease of locating your business.
• Coupons or discount codes printed directly on the piece to incentivize readers.
Direct Mail Advertisements
Direct mail allows you to target specific customer lists or neighborhoods for the highest response rates. Key considerations when designing direct mail advertising include:
• Create an immediate standout factor with eye-catching design, images and dominant calls to action.
• Highlight one compelling offer, discount or promotion to motivate recipients to open your mail.
• Make it personal with the recipient’s name to improve the likelihood of them reading your message.
• Test sending at different times of year and day of week to optimize for maximum open and response rates.
• Test different envelope designs from white to colorful to maximize open rates.
In summary, print media advertising remains an essential part of an integrated marketing strategy. With careful planning, design and testing, print ads can help build brand awareness, credibility, and ultimately drive customers and sales for your business.
Here are some additional examples and considerations for print media advertising:
Catalog Advertisements
Catalogs are a print medium with a dedicated audience actively seeking products, making them a highly effective advertising channel. Key points to maximize response from catalog ads:
• Include high resolution product photos to showcase details and features that inspire customers.
• Provide thorough descriptions of product functions, benefits and specifications.
• Highlight any exclusive offerings or limited time deals to create a sense of urgency.
• Use bullet points, bold text and headers to break up long descriptions for easy scanning.
• Include an order form or coupon for easy ordering directly from the catalog.
Postcards
Postcards make for an affordable direct mail option and work well for promotions or time-sensitive offers. Tips for optimizing postcard advertising:
• Front side – Use simple, eye-catching design, large fonts and a strong Call-To-Action like “Visit Now” or “Act Now & Save”.
• Back side – Include more details on your offer and contact information in an easy-to-read format.
• Test pre-addressed versus recipient addressed postcards to see which generates higher response rates.
• Add perforated coupons that recipients can redeem immediately.
Billboards and Signage
While technically “outdoor advertising”, billboards and signage incorporate many print advertising elements. Considerations to enhance the effectiveness of signage advertising:
• Limit text to 3-4 short, impactful words to maximize readability from a distance.
• Use large fonts that are proportional to your sign’s dimensions and viewers’ distance.
• Integrate bold graphics, symbols and icons that resonate instantly and can be viewed at a glance.
• Position signs in high traffic, highly visible locations for maximum exposure.
• Test different color combinations to optimize contrast and visibility in different lighting conditions.
• Include a clear Call-To-Action to drive people towards your physical location.
