Like electronic and virtual media print media plays an important and crucial role in advertising industry. Lengthy success stories of brands reach the customer with a comparatively cheaper media i.e. print media. There is no time limit like ten or fifteen seconds for a brand to display its worth in this media. There are many remote places where the TV network or internet does not reach but print media stay them connected with the world. The effectiveness of an add multiplies itself many folds if printed in the newspaper because what you read reach your mind and heart faster than any other vehicle
For example the electronic ad of Dabur Honey projects the healthy life bestowed by it whereas the print add incorporates the tag line “let’s stay healthy” proving it with a help of a testimonial. Shilpa Shetty posing in three postures representing the fitness, activeness and the glow due to Dabur honey clearly describes the readers the reason for consuming it. The contact details of the dealers, manufacturing units, and the customer care office are given in the print ad. The overall effect of print ad is much more than the TV ad reason being the total story depicted in one column. The logo, the celebrity, benefits of honey, testimonial and the contact details are stuffed in limited space which gets imprinted into the mind strengthening the recall power of brand especially the logo. TV ad has a very short span where all the information cannot be stuffed by the marketer and all the information cannot be absorbed by the audiences. Such difference exists between both the media.
While distributing budget for your advertisement campaign you should not ignore the print media because you pay very less in comparison to what you earn by advertising in print media.