Print: the Medium with the most Impact |
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New study reveals strengths of print media / high credibility in media mixes
The strengths of print for brand and corporate communication are persuasively summarized in a study just released by the Stuttgart Media University and the Print Media Academy of Heidelberger Druckmaschinen AG. Its findings show that print media excel with high credibility and sustainability compared to Web 2.0 and television. Print succeeds because it is so popular with high-spending consumer target groups in particular. Print media present high-quality information and permit decelerated, sustained reception, which allows advertising to develop a greater impact.
As the project study reveals, subjects recall printed messages more positively than those communicated via electronic media. Print turns out to be the most impactful medium, anchoring advertising messages long-term in the minds of consumers. The findings clearly also show that print media are nonintrusive: instead of perceiving advertising as annoying, consumers intentionally allow it to reach them. In combined campaigns involving a mix of different media, print achieves high credibility and precisely addresses the right target groups. The authors' conclusion: "The Gutenberg Galaxy still has great potential."
The study compares the advertising impact of print and electronic media and provides useful guidelines for successfully deploying print. Based on insights into how information and advertising messages are communicated by daily newspapers, popular and customer magazines, product brochures and annual reports, the authors shed light on the specific strengths of print media - independently of the format and publisher. They also explain how to maximize the impact of print in a media mix that also integrates TV and the Internet. Overall, the study greatly benefits the print media community by drawing important conclusions and providing practical recommendations. Marketing decision-makers, creatives and print buyers can now leverage print products even more systematically and successfully to achieve their goals.
The authors began the study by reviewing 80 publications. The best 20 were then analyzed in depth and supplemented by laboratory tests and an expert round table. The 65-page booklet titled "The Strengths of Print for Brand and Corporate Communication” can be obtained free of charge from:
E-mail: pma-seminare@heidelberg.com
Website: www.print-media-academy.com
Fax: +49 (0) 6221 92 4929
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Print Media Academy
The Print Media Academy provides seminars for the print media industry at 18 locations in Germany and worldwide.
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