According to a study commissioned by InfoPrint Solutions, all consumers, but particularly young people, continue to value the financial documents they receive in the mail alongside online access. The study, conducted by Forrester Research, shows that consumers value personalized marketing on their bills and statement online, but even more so on paper.
For postpress, there was cause for optimism. While binding and finishing gear, in general, has a long life span, there was some speculation that printers looking to buy may opt for these types of upgrades/additions, which constitutes a far cheaper investment/risk in a sour economy than does a multi-million-dollar printing press.
This research demonstrates that the way a person experiences a magazine or newspaper can affect the way the person reacts to advertising in the publication.
Advertising in broadcast media is more likely to be avoided than print advertising.
A look at the long-term effectiveness of multimedia advertising for two major competitors in the American sports utility vehicle industry. The study found that, in the long-term, magazine advertising was more effective than network TV advertising for both brands.
The fight for local media advertising is between newspapers and radio foremost, and then between direct mail, Yellow Pages, and cable TV.
This classic academic study finds few significant differences in advertising effectiveness regarding printed matter (out of home posters) and Internet media.
This study is important due to its methodology for it enables retail marketers to fine-tune their media strategies. It provides "a research framework to evaluate the extent to which advertising exposure correlates with changes in retail store visit behavior."
This academic study finds that consumers find that print ads are seen as least annoying, whereas advertising in broadcast media is seen as most annoying.
Print ad content, when perceived as meaningful, results in consumer retention of ad details and being able to recall later when prompted. Contrarily, if a print ads strength is its attractiveness, consumers are not as likely to recollect ad details and facts, but instead to simply recall the brand name or product.
