Print Media

Mass communication

Group Members: Faisal Ali 12024119-123

M.Husnain Khurshid 12024119-109 M. Aftab Liaqat 12024119-126

Content:

• History• Definitions

• Advertising• Media• Print Media

• Classification• Print

• Newspaper• Magazines• Brochures

• Place• Billboards• Transit

• Pros & Cons of Print Media Advertising

Key Terms:• Advertisement• A notice or announcement in a public medium promoting a

product, service or event.

• Media• The main means of mass communication (Television,

Newspaper).

• Print Media• It is a form of advertising which uses physically printed media,

such as magazines & newspapers etc.

History:• Egyptians used papyrus to make sales messages and wall posters.

• Lost and Found advertising on papyrus was common in Ancient Greece and Ancient Rome.

Printing Press:

• In 1440, Printing Press was invented that saw the birth of print advertising.• With Johannes Gutenberg’s invention, print

advertising became an affordable & easy means to get message known to a sizeable segment of the population.

More on History:

• In 18th century, advertisement started to appear in weekly newspaper in England.• In 19th century, Thomas J. Barrett from London has been called

“Father of Modern Advertisement”, working for Pears soap company.• He created an effective advertising campaign which involved the use

to slogans, images and phrases.• One of his slogans “Good Morning. Have you used Pears soap?” was

famous.

Classification:

Print Media

Print• Newspapers• Magazines• Brochures

Place• Billboards• Transit

Print – Newspaper:

Print – Newspaper:

• When deciding upon a newspaper in which to advertise, there are three physical criteria to consider:• Distribution• Size• Audience

• Newspapers are either daily or weekly.• Standard or tabloid size.• Reach a large percentage of the reading public.

Types of Ads on Newspaper:

• Classified Ads

Types:

• Display Ads

Types:

• Pre-printed Inserts

Types:• Business Card Ads

M.Husnain Khurshid12024119-109

Print – Magazines:• Magazines is the one of the most important and effective print

media of mass communication.• There are huge number of magazines published in the world.

Print – Magazines:

• With magazines an advertiser can focus on a specific target audience.• For the small business, magazines is big source because having huge

audience • Magazines allow elaborate graphics and colors, which give advertisers

more creative options.• In magazines advertisement can be explain and describe properly

about product.• Like how the product works? How it benefits the consumer? Where it

can be purchased?

Types of Magazines:

• General Circulation Magazines• Magazines that aim at larger audiences. E.g. News Magazines, digests etc.

Types of Magazines:• Trade Magazines• These contain advertising content centered on the industry.• Whose target audience is people who work in a particular trade

or industry.

Print – Brochures:• A brochure is an informative paper document• Brochures are advertising pieces mainly used to introduce a company

or organization and inform about products and/or services to a target audience.• Varieties• Folding• Printing

Place – Billboards:

Place – Billboards:

• Large outdoor advertising structure• Typically found in high-traffic areas such as alongside busy roads.• Billboards present large advertisements to passing pedestrians and drivers.

Advantages of Billboards:

• People will see it easily.• Customized Placement• Low cost per exposure• Billboards allow you reach more people faster and easier than any

other type of media.• Billboards help increase your products awareness, and knowledge

which also increase your sales and profits.

Disadvantages of Billboards:

• Messages must be brief• Location unavailability• Visual pollution

Place – Transit:• Transit advertising is advertising placed in or on modes of

public transportation or in public transportation areas.

Advantages of Transit:

• Using this method of advertising, ads can be placed anywhere from on the sides of buses, trains and taxis.• It is important because it can provide high visibility for your product

on a daily basis.• Low Cost

Disadvantages of Transit:

• Limits in terms of message design. It is to be short.• You may not have mass transit in your advertising area. E.g many

cities and towns don’t have subways or bus service.• The weather could also destroy the advertisement.• Cluttered environment

M. Aftab Liaqat12024119-126

Is Print Dead?• This is a question that has been buzzing around the marketing world since the

rapid surge of the Internet and social media.• Many businesses have completely migrated their advertising efforts to the web

because of its cost effectiveness.• Let’s take a closer look at print media and some Pros & Cons of it.

Why Print Media?

• The world today is defined by information. Whether it’s news, opinions, interviews or advertising.• Media determine our lives and we have become media ourselves.• We distinguish between several different types of Print Media:• Advertising in Newspapers• In Magazines• In Brochures• In Billboards

Advantages of Print Media:

• Most important benefit of print media is tangibility.• Among the reasons why many people prefer print is to do with the

feel of the paper, having it in their hands.• In many ways, print is the ideal marketing medium.• It’s available in both large and small numbers.• It can be accessed easily and creative.• Print media are a trusted source for news and other information and

consumers.

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• Readers have full attention for the content.• More Engaging• Newspapers and Newspapers are always in the eye

among the public.• Print Media allow for unlimited exposure.• Related reading• Long life Span

Disadvantages of Print Media:

• The cost incurred can sometimes be expensive considering the medium you choose.• This medium may not always give you a wide reach.• There is a limitation in terms of the kind of people who may actually

read your message.• You may have to plan months in advance to advertise in print media.• Advertisements may get lost in all the clutter of editorial and ads by

competitors.

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• Oftentimes newspapers won’t guarantee premium placement on any given page.• Ads can be expensive.• Too Many Advertisement Boards.

Thank You…