Pub. 8 2019 Issue 2

l e a d i n g a d v o c a t e f o r t h e b a n k i n g i n d u s t r y i n k a n s a s 26 PRINT ADVERTISING IS ALIVE, WELL AND AN INTEGRAL PART OF A DYNAMIC MARKETING CAMPAIGN Article Courtesy of Office Depot P rint marketing and advertising isn't dead. In fact, it's one of the most dynamic means you can use to engage clients with enduring, relevant content. Although many companies have turned exclusively to the Web for their advertising needs, most businesses of any size can benefit from well-rounded ad campaigns that also include print components. The Benefits of Print Ads Print ads require consumers to perform an act of conscious engagement with the advertised product. Digital ads allow for more passive viewing, but customers must be somewhat engaged to comprehend printed material. They also linger longer over printed material, which allows them to absorb more of the ad’s product details. If you want to build brand recognition and credibility, print advertising is the way to go. Unlike digital content that appears and then disappears with the click of a mouse, print ads have more staying power. The physical presence of a tangible paper item with your company logo on it enhances a customer's impression of the stability of your business. A print ad gives you the opportunity to make multiple impressions on