Print Advertising

Many believe that online advertising is the new face of evil for the printing industry.

This misconception stems from the idea that online advertising could someday eliminate the need for print. What we think is that many people fail to realize that printed materials continue to be a mainstay of our everyday lives.

The paper or inks may change but print is here to stay!

In our view, advertising in print media enhances and reinforces the newer media opportunities, including online advertising.

This makes it more effective and more integrated with the marketing mix, and thus adds to the overall depth of penetration while increasing brand awareness.

Direct mail and other print advertising helps drive customers into action in a tried and true format that everyone is familiar with. Though a little dated, according to a 2004 United States Post Office report, print produces results:

• 8 out of 10 consumers look at and/or read their direct mail.
• 32% of households feel that direct mail adds value and helps in running their home.
• 39% of households have ordered products and services from their home, based on information from direct mail.
• 50% of households have ordered products from catalogs.

Let’s face it, with telemarketing restrictions like the ‘Do Not Call’ list and email SPAM concerns growing; don’t direct mail and other print marketing strategies just make plain sense? Even TV advertising has become less effective with digital video recorders (DVR’s) allowing consumers to skip over commercials.

Those who fear the demise of print fail to realize that without the aid of print driving consumers, these new forms of media are ineffective.  Here at Integris Marketing, we see the longevity of print. We do not fear the growing popularity of new forms of media, but instead see the important role print plays in supporting these new forms of media and driving consumers to action.