AMM 5000 - Print Advertising Channel Presentation

PRINT ADVERTISINGNick Rivait, Rachel Schmidt, Louisa Sonosky

PRINT MEDIA DEFINEDPrint 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.

PRINT MEDIA INDUSTRY OVERVIEW

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

LEAD TIME FOR PRINT MEDIA

PRINT MEDIA’S ROLE IN THE INDUSTRY

§ 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

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

PROS OF PRINT MEDIA Tangible

More engaging & great recall

Targeted audience

Strong branding

Specific to geographical

locations

CONS OF PRINT MEDIA Static Message

Ad clutter

Limited reach

Rates and lead times

Cost and productions is

expensive

ADVERTISER WHO USES PRINT MEDIA WELLWorld 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

WWF DESERTIFICATION CAMPAIGN - 2011Why 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

OTHER EXAMPLES OF EFFECTIVE PRINT MEDIA

ADVERTISER WHO DOESN'T USE PRINT MEDIA WELL

Bloomingdale’s Holiday Ad, 2015 Catalogue

What Went Wrong Message

Unity

Identification

How to Fix? Change Message

Adjust colouring

Balance

ADDITIONAL EXAMPLES – FALSE ADVERTISING

SEXIST ADVERTISING

QUESTIONS: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?