Did you know? Print media is here to stay - Best Version Media

1. For years, marketers have expected print media to become obsolete. 2018 is no different: businesses wonder whether it is
worthwhile to advertise in print mediums.
Print advertising, however, is not going anywhere. It taps directly into the target audience’s perception of value and desirability
for a product or service more than any other medium. And, thanks to a handful of neuroscientists, we have the science to prove
it. Extensive research by Temple University’s Fox School of Business proves that print advertisements trumps digital in the
following ways:
DID YOU KNOW
June 2018
PRINT MEDIA IS HERE TO STAY
ENGAGEMENT.
In today’s world, readers hardly give anything
their full attention. Print breaks the pattern of
inattentive multitasking: when readers pick
up print media, they engage fully with what
they are holding. A range of studies by True
Impact Marketing indicate that print content
is not only easier to understand than digital
content, but is more memorable: readers’
ability to recall a brand name they saw in an
advertisement is 70% higher with print media
than digital. 1
PRODUCT DESIRABILITY.
Temple University neuroscientists found
a way to quantify an ad’s effectiveness in
prompting desire for a product or service and
the results are in: paper advertising activates
the part of the brain responsible for product
desirability more than digital
media. Why? Physical
material requires more
emotional processing,
which builds strong brand
associations and prompts
internalization of the ad
content.3
STIMULATION.
Digital sources are skimmed quickly,
allowing readers to jump from one
article to the next, dodging ads
as they go. Paper-based reading,
however, is inherently more deliberate
and stimulating. Print ads make
a stronger, longer-lasting
impression. According to a
study by MarketingSherpa,
82% of U.S. internet users
trust print media more than
any other medium when
making a purchase decision.2
PRODUCT VALUATION.
The ultimate goal for an advertisement is
to build strong subconscious value of the
product or service. Print advertising does
just that, as proven by the same Temple
University neuroscience team. Through the
unique (and rare) combination of increased
emotional response, tangible experience,
deliberate engagement and product
desirability, readers trust and subconsciously
value the products and services they see in
print media more than in digital.3
Is it worth advertising in print media in 2018 and beyond? If you want to build strong brand associations with readers, increase
desirability and valuation for your product or service, and leave a lasting impression, the answer is yes.
1
Canada Post / True Impact Marketing and Ramsoy, Thomas, PhD. “A Bias for Action Understanding the Impact of Physical Communications through
Neuroscience.”
2
MarketingSherpa. “Customer Satisfaction Research Study.”
3
Dimoka, Angelika; Vo, Khoi D.; Venkatraman, Vinod; Pavlou, Paul A. “Understanding the Effectiveness of Physical Mail Communications Through
Neuroscience.” Center for Neural Decision Making, Fox School of Business. Temple University.