Is An Advertisement worth the Paper it's written on?
The article ‘is advertisement worth more than the paper it is printed on’ aims at investigating the effects of premium print advertisements on the market. The objectives of the article is to evaluate how effective is the premium print advertisements as compared to other advertisement methods. Premium prints are very expensive and therefore firms and organization have to evaluate their benefits before deciding on whether to use them or not. However, the prints are advantageous in that they indicate the financial stability of the producer hence the ability to provide guarantee. The use of the print is also associated with high quality goods and services because of the high cost of the print (Daniel, 2012).
The audience targeted by the article is the firms and organizations that produce and then sell their output to the market. Such firms usually advertise their products to the customers. The use of advertising channel depends on various issues. The article is helpful in that it helps the firms to decide whether premium prints are effective in reaching the customers. The article helps these firms be aware of advantages and disadvantages of using premium print in advertisements. When making a decision on whether to use this method or not, the firms are well informed.
The use of the premium print helps to create uniqueness in the advertisements. This method is very different from other methods of advertising. This special advertising in a way differentiates the products advertised from the others. The advertisements appear to be luxury and this in a way attracts customers to the special product (Daniel, 2012).
Research has shown that premium print advertising creates a good attitude towards the good by the customers. The product is viewed positively due to the special advertising. Premium print advertising also persuades the customers to purchase the product more than once. The willingness of the buyers to buy the product being advertised increases when the premium print is used as compared to when other traditional methods are used.
According to the article, many researchers have stopped using the traditional methods of advertising and instead, they are seeking alternatives methods of reaching more customers. Statistical tools have been used to find out the effects of premium print on the consumer decisions (Daniel, 2012). The results have proved that this method is very effective in reaching many customers and then creating an urge to purchase the advertised product.
In my opinion, the new advertising method is acceptable and advantageous to many firms. It is effective in influencing the behavior of the customers, which is the major aim of the marketers. With the changing technology, new many other advertisement methods are expected. However, some of them may not be recommendable. The premium print advertising has some limitations in that they are expensive. When the costs of these advertisements are included in the price, the products become too expensive. This hurts the customers who may opt to buy other products later. Therefore, there is no much difference between premium print advertisement and other traditional advertisement methods.
In conclusion, it can be observed that the article is very important for many firms that intend to market their products. The article addresses the advantages of using premium print in reaching the customers. However, the author has failed to look at the negative side of the issue. Therefore, firms should also evaluate the costs associated with the advertising method before making a concrete decision.
Reference
Daniel H, Stefan H and Colin C (2012) Is An Advertisement Worth
The Paper It’s Printed on? The Impact of Premium Print Advertising
On Consumer Perceptions. JOURNAL OF ADVERTISING RESEARCH
