2. Print media is defined by the written or pictorial form
of communication produced either electronically or
mechanically using printing, photocopying, or digital
forms. In this method, multiple copies can be
produced through an automated process.
3. Traditional media that occupies visual space
Sell advertising space
Accounts for 29.7% of all media forms
Decreasing in revenue, 0.9% from 2013 to 2014
Common examples of print media
Newspapers
Magazines
Periodicals
Fusion of Print and Outdoor
Media
❏ Banners
❏ Billboards
❏ Transit
4.
5. § Often seen as a premium media
§ Personal/Interaction
§ Canadian Magazines still have huge readership
§ Online magazines have given advertisers new abilities
§ Expansion to Television
§ Quote from Justin Hobson, Fenner Paper
6. Experiencing a great piece of print is the
same as looking at a great website – if it’s
a great piece of design produced in the
right media put in the right hands, it’ll
always work – brilliantly”
- Justin Hobson, Fenner Paper
7. Tangible
More engaging & great recall
Targeted audience
Strong branding
Specific to geographical
locations
8. Static Message
Ad clutter
Limited reach
Rates and lead times
Cost and productions is
expensive
9. World Wildlife Fund (WWF)
Majority of their ads are print
Simple and plainly laid out
Ads are a single picture with little text
Less is more in terms of text - a pictures worth one
thousand words
10.
11. Why We Chose WWF:
Often shock-and-awe single print ads
Calls upon viewer to get involved
Why This Ad Worked Well
Created a stir - rated highly amongst news blogs
Brought attention to the topic & gives a call for action without
saying that humans need to do their part to save the environment
12.
13.
14.
15.
16.
17. Bloomingdale’s Holiday Ad, 2015 Catalogue
What Went Wrong
Message
Unity
Identification
How to Fix?
Change Message
Adjust colouring
Balance
18.
19.
20. 1. When should an advertisers choose print media over other forms of media?
2. Should advertisers continue using print if the trend is moving towards digital?
3. What are the major issues with Print Media lead times?
1. Do Is there a possible solution to these issues?
4. you think print media will ever die off?
5. Can print media evoke the same emotions as other forms of media? Is print media
better or worse for evoking emotions?
BONUS: If you were in charge of launching a new campaign for Molson Canadian,
would you use print media? If so, how much of the budget would you allocate towards
it?
Editor's Notes
the amount of time between the initiation/beginning of the process to its completion
Disadvantage to Print Media - Long Lead Time - a huge amount time from when the ad/issue of magazine is created, to when it goes on sale
Most monthly magazines are designed months in advance, so advertisers must prepare the advertisement well in advance. This causes the advertiser to have very little flexibility with all aspects of the design, including changing the concept based on current market conditions, or increase/decrease weight
This also is tough for companies that want to advertise unreleased products. Technology in particular companies can be hesitant to advertise in magazines until the product is unveiled to the public to avoid leaks.
Weekly magazines only require advertisers to submit ads 4 weeks in advance.
often seen as a premium media, especially high-end fashion/technology products
Especially since it gives the ability to physically interact with the advertising (See, Feel, Smell)
Canadian Magazines still have huge readership up to 3 million on certain magazines
Online magazines have given advertisers the ability to create print and online interactive ads at the same time, including the ability to now reach new customers in a different way
Television: Cottage Life magazine has a made a new show, and Canadian Home and Living has also created a show.
“http://www.thedrum.com/news/2012/07/24/paper-and-print-what-role-does-print-play-marketing-mix
Print media only has one moment, one picture to capture an audience. This means that they have to make an impact at the time of viewing, it cannot progress to a message like other forms of media but everything that print media wants to say has to be done in one frame.
Advertisers who use print media well are advocates and advertisers who are trying to create public awareness about issues of human rights. We chose these types of advertisers because they’re overall messages have to be powerful at first sight, giving an “awe” moment or creating shock based on only one photograph.
World Wildlife Fund (WWF).
Majority of their ads are print
Advocating for nature while bringing awareness to issues created by humans that will ultimately affect humans
Simple and plainly laid out
majority of ad is a picture → it doesn’t need an explanation, a picture is literally worth a thousand words
Pro/Con: Controversial - what they want - they want people to talk about these ads
As much as it brings about controversy there is a lot of backlash i.e. the world trade center ad comparing a tsunami due to rise of water levels to 9/11
http://adsoftheworld.com/media/print/wwf_brasil_tsunami
Comparing a tsunami that killed more that 100 times the amount of people who died in 9/11 that could potentially have been prevented because of climate change
Pro: We chose them because they are effective at getting a point across
Pro: Thought provoking - powerful advertisements - advocating / public awareness
Climate change due to desertification (global problems such as human activity and climate change [1st year notes])
Animal takes up most of frame
Simple wording at the bottom (desertification destroys 6,000 species every year)
light shining on animal - dark either than the animal and light
audiences focus and eyes draw toward the animal, then they see text
showing the disintegration of the animal - fading away, without the text you could make assumptions based only on the picture
When did it run? / where
campaign from 2011
What else are they doing (other media choice / IMC)
http://adsoftheworld.com/media/outdoor/cocacola_wwf_plant_billboard
Team together with other companies such as coca-cola - showing pros for both the environment and companies who want to be seen as environmental friendly like Coke
billboard that cashs a shadow throughout the day
http://www.notcot.com/archives/2007/07/wwf-shadow-bill.php
Dispenser that as you use the paper towel inside it acts like you are destroying green land in south America
Commenting on how the Brazilian rainforest is depleting due to deforestation
http://adpressive.com/wwf-ad-save-paper-save-the-planet/ towel dispenser
Use of comedy
lifebuoy - you eat what you touch
2015
