Most people believe that it is of no use to advertise in print anymore as print media is not as glorious as it used to be. However, that is not true, especially in a country like India. Young Indians might be holding tablets and working on their laptops. But, that would only be urban India. That section is not the majority. Newspapers and magazines still hold value to Indians who come from Tier 2 and Tier 3 cities along with villages, who majorly make a large part of our population. This automatically makes print ads an important part of advertisement.
Most small firms and companies believe in cramming as much information as possible into an advertisement. These organisations want to give out as much information as possible in their print ad. What they fail to realise is their ads look like brochures rather than ads.
A print ad should give information but not too much of it either. If too much information is given then the viewer would not find it appealing. With a print ad, curiosity should be built about the product. This can be achieved either by the copy (the text) or the visuals. The text should be catchy and memorable while the graphics have to relate to the concept of the ad.
It is very important to use the right colours and designs in the image or the graphic. If design aesthetics are not followed, then the ad may become extremely unappealing. The graphics should complement the copy and should add more value to it or make the copy more clear. The copy should be such that it catches people’s attention.
Most companies advertising for the first time should try not to cram all information into a print ad. This is for the purpose of making it look appealing. Otherwise it might look like a flier or a brochure.
If an ad is launching a new product or service, then they should try to explain the product but if it is already an established brand, advertising should be done to elicit humour or emotions.
The main way to make print ads is by understanding the psychology of the target market. Their requirements or needs or appeals need to be kept in mind while making ads.
Unlike TVC’s which give a lot of information, emotions and detail in a short period of time, the same can’t be done with a print ad. A print ad needs to be crisp and should deliver the message in a few words and powerful graphics.