The trusted nature of print ads

Regardless of economic times and growth of the internet, print advertisements still bring definite competitive advantages in the marketing mediums. As we take a look around it is evident that it still seems to be staying with us no matter how many opportunities the internet may bring forth.

How is it that print ads still have a significant place in the advertising industry today? One possible answer is credibility, which is an important component for a persuasive message and can influence outcomes effectively in terms of the advertiser's objectives.

People are more likely to pay attention and take in something that they trust and believe. In saying this, there is a great deal of respect and demand for this traditional form of media advertising and continues to be a valuable tool for advertisers. One aspect that the internet seems to be failing on is this idea of value, as something in print possibly holds higher position. How true is this perception?

In investigating this idea, the results of a study conducted by researchers at Louisiana State University and University of Texas supports this idea of high credibility associated with print advertisements compared to other forms of media. This study analyzes how promotional products, print and TV advertising impact consumer perception. Results indicate that print advertising was ranked highest in areas of positive attitudes shown toward not only the advertisement but the actual product, value and purchase intent. This form of advertising resulted to the consumers most preferred medium for gaining information about a product/brand. The argument proposed here is that not only it is most preferred by consumers in terms of value but also the most effective medium in achieving advertising objectives from a sellers position.

How Promotional Products, Print and Television Advertising Impact Consumer Perception: http://www.incentivecentral.org/pdf/PowerTool_KeyIngredientToIntegratedMarketing.pdf