Prime the pump
August 18, 2017
Enhance your print ads with audio and video!!

It’s fair to say print marketing works best because it connects better than other marketing available.

Last week we shared from the Association of Magazine Media 2015 white paper, “What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?”

The paper concluded that:

• “Reading on paper is slower and deeper, while reading on screen is faster and more in “scan” mode

• “Paper-based reading benefits from more focused attention, less distraction, less anxiety related to interruption, multi-tasking and cognitive load

• “Paper-based reading is widely associated with better transfer to long-term memory and clearer comprehension

• “Memory and comprehension from paper-based reading is likely enriched by the multi-sensory experience of holding and manipulating paper

• “In the case of advertising, print advertising activates neural activity associated with desirability and reward.”

Despite this, digital advertising does have its advantages, such as accessibility and the ability to use audio and video, which is why we suggest that marketers strive to strike a healthy balance between print and digital.

SEARCHLIGHT, through the introduction of the QR codes, provides marketers with another opportunity to up their game by using the best of both worlds in their advertisements – rich, vivid images and more detailed information in print, complemented by audio and video.

A QR code consists of an array of black and white squares, typically used for storing website addresses or other information to be read by a camera or smart phone (see examples of QR codes on pages 14 and 15). For a smart phone to be able to read a QR code, a QR reader app, which may be downloaded free of cost, must first be installed on it.

Contact us today at [email protected] or (784) 456-1558 or (784) 494-0031/494-0030. We’ll help you get noticed.

Additional sources:

MNI Targeted Media – The Print Effect

Roger Dooley – Paper Beats Digital In Many ways According to Neuroscience