With the holiday seasons approaching, now seems like the
perfect time to examine something we all experience in our personal and
professional lives: traditions.
When it comes to marketing traditions, historically there
have been four: print ads, broadcast ads, direct mail, and telephone
solicitations. But are marketing
traditions still effective, or are they ornamental, like last year’s fruit
cake? Let’s look at print ads.
What they are: Ads placed in newspapers, magazines,
telephone books, and other distributed, printed publications in exchange for a
fee.
How they got started: According to Ad Age, the first newspaper
advertisement appeared in the Boston
News-Letter in 1704. The first
American magazine ads appeared 38 years later, in 1742, when Benjamin Franklin
printed them in his publication, General
Magazine. It would be more than 100
years later before advertising makers established industry footholds (the first
ad agency didn’t open until 1843).
Why they still work:
Although more and more people use the Internet to get their news, view
their publications of choice, and look up phone numbers, print advertising
still has a place in today’s marketing plans. Print advertising is still a big
business, generating nearly $30 billion in ad revenue every year.
For starters, print ads provide physical, retainable
exposure to a targeted audience. The
demographics for most publications are clearly defined.
In addition, marketers can not only target their audience
with print ads, but they can also target the placement of their ads within the
publication, maximizing their ad’s exposure.
No comments:
Post a Comment