High Impact campaigns are built around print’s power!

Far from being gradually phased out and replaced by digital formats, printed materials are still a crucial part of many marketing campaigns. While email, digital screens and TV have a role to play in the media mix and are complementing more traditional campaigns, print advertising is still alive and well. So says a recent Mail Media Centre report, which found that in 2010 an average of 91% of direct mail was opened, that 48% of customers felt information received by direct mail was easy to understand compared with 20% by email, and that the percentage of mail where customers took action increased from just 4% in 2004 to 5% in 2010. Outdoor advertising is delivering similarly impressive results, with a Kinetic Worldwide survey finding that 75% of store owners say posters outside their shops are the main influence on what sells, and Outdoor Media Centre reporting that, although outdoor digital accounts for 14% of their revenue, six out of seven pounds are still being spent on printed posters. Still need convincing?  Read more...
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