Print ads in magazines and newspapers can still be a powerful medium for getting a company or organization’s message across to its audience. Dynamic images and a powerful headline are critical to getting people’s attention and like Paul Arden has said, “It’s not how good you are, it’s how good you want to be.”
Newspaper can be a primary or secondary medium and it can allow for more information than a broadcast or radio spot whereas magazine ads, due to the extended shelf-life, are generally used to promote brand and seasonal offerings.
Outdoor advertising or billboards serve as directional information, to introduce a new company or its products to an area, or as a daily reminder in high traffic areas to promote “top-of-mind” awareness. Materials are more affordable then they have been in years past, so changing or rotating creative on a regular basis is important to staying noticed. Small “poster” size boards are generally as effective as the large boards and allow a greater perceived presence.
Outdoor is a strong medium, to keep an organization in the forefront of its audience. It is used frequently during kick-off phases for educating an audience to a name change, a new product or a new service offering or to maintain brand recognition and support other mediums.
Broadcast is used to reach the largest target audience, initiate immediate buzz, and instill a professional and lasting image. Broadcast, providing sound and visuals, is the most powerful and memorable of the mediums and will reach the most people in a target audience; however, with cable, direct TV, and satellite this has become a very fractured medium.
Radio can be used as a primary or secondary medium as it provides continuity to a television brand schedule. It also reaches a captive audience commuting to and from work/errands, while also reaching the work audience and those that listen via internet.
Sampling of print and outdoor creative: