A print advertising campaign is a marketing program that focuses on printed advertisements. The most common types of print advertising include newspaper, magazine, and billboard advertisements. Local businesses and catalog-based companies frequently make use of direct mail and leaflet campaigns, which deliver advertisements directly to the door of consumers.
A newspaper-based print advertising campaign focuses on getting the attention of newspaper subscribers. Often one of the least expensive methods of marketing, newspaper ads offer cost-efficiency and the ability to promote products on a daily or weekly basis. If a store is having a special sale or event, a newspaper ad campaign may be an excellent way to spread the word, since advertisements can be placed in the days or weeks leading up to the event. Some newspaper ads also take the form of coupons, which allow users to bring the ad back to the store for a special discount or deal.
Magazine advertising is typically more expensive than newspaper ads, but allows a brand to make a dramatic impact. Full-page color advertisements are designed to grab the attention of readers with snappy visuals, recognizable brand logos, and eye-catching phrases. A print advertising campaign that utilizes magazines will typically tailor their ads to the demographic of a specific magazine; for instance, a fashion magazine might feature ads for clothing companies, cosmetic suppliers, and luxury cars.
Running a billboard print advertising campaign is a great way to reach a wide, varied audience in a specific region. Exciting visuals are very important with billboards, since potential customers may have only a few seconds to examine the advertisement before driving or walking out of range. In high-traffic areas, billboards can be quite expensive, and may stretch beyond simple print media into the world of digitally projected images. Nevertheless, if reaching as many people as possible is necessary to a print advertising campaign, renting billboards can be a worthwhile expense.
A direct mail print advertising campaign is very effective because customers cannot easily get away from it. By delivering a pizza menu, catalog, or even business card to a person's home or workplace, the chance of a successful connection with a customer is high. Local companies may allocate workers to go door-to-door, placing direct mail ads in mailboxes. Catalog stores or some corporations may create a mailing list of all previous customers in order to send them regular catalogs, special offers, and other marketing materials. While some people may feel overwhelmed by direct mail advertising, it is nevertheless an effective way to reach a local audience.