Marketers find print media most effective at building trust and promoting brands



According to a report by media agency Madison, advertising spend for print is expected to hit ₹20,446 crore in 2020, making it the second largest media platform after TV in India.

“Print media can build brand credibility through advertising sponsorship and editorial construction, enhancing the content experience without breaking the boundaries of content with subtle branding, in addition to regular space advertising. When it comes to location targeting, printing is one of the best bets, for retailers, real estate and many categories like that, ”said Sujata Dwibedy, Group Commercial Director, Amplifi, Dentsu Aegis Network India.

Fashion retailers and luxury brands take advantage of local newspaper editions for events and activations. It also helps when it comes to dealer ads or point of sale mention for retailers or location.

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“Print is a great way for a brand to advertise events and launches. It also serves as a good platform to show off designs, especially for the fashion industry. In a half-page or full-page print ad, you can tell a brand story. This is a medium on which we built the Biba brand in the early years and we continue to operate it in subways and small towns, ”said Siddharth Bindra, Managing Director of Biba Apparels Pvt. Ltd. newspaper advertisements, include Fabindia, Greenways, Kalpana and most recently the Taneira sarees from Titan.

Bindra said the company relies on newspapers for its sales promotions. “The only challenge with the medium is that it is not measurable.”

While fashion brands rely on print to promote their products, FMCG brands, too, continue to use the medium despite being a big advertiser on television. At Dabur India, printing has found more prominence for some of the company’s key brands, particularly in local and regional dailies.

“Traditionally, Dabur has been a very heavy television (advertising) business. However, over the past three years there has been a gradual increase in our printing spending, which is the opposite of what the industry has done, ”said Rajiv Dubey, Media Officer, Dabur India Ltd. Real juice and hair oil maker Vatika is advertising. in Hindi, Marathi and English newspapers for its key brands.

Over the years, Dubey said, Dabur has increased its media spend on print to around 18% in the current fiscal year, up from 9% the year before. “There has been a marked increase in our printing expenses, it has become affordable for us. This has helped us gain visibility with the right audience and create impact with our campaigns, especially in regional markets, ”Dubey said.

The number of brands active on print has been overwhelming this year, Dubey added. “We are able to harness the printing in a much better way and use it for tactical activities, such as promoting our real juice gift packs during Diwali and advertising the benefits of Chyawanprash during winters. in the north. “

Advertising experts said newspapers also make product sampling much easier than any other medium. While sampling can have a lot of restrictions in terms of size and type, it certainly leads to more testing than any other medium.

“For our brand of bathroom deodorizer ‘Aer pocket’, we created an innovation of product sampling through printing. We printed a newspaper flap, which had a scent infused into the paper. There was a dotted line around the creation and inside the design, which guided a reader to cut, fold, and create a sample of products that he could place in his bathroom. It worked as a product for just one day, ”said Sunil Kataria, Managing Director – India and Saarc, Godrej Consumer Products Ltd (GCPL).

Often, marketers also find a synergy between their brand’s goal and editorial content. GCPL-owned brand of insecticides, HIT, leverages reports of seasonal outbreaks to promote the brand. “Today, once we know there will be reports around the disease, we respond by placing an ad for HIT that explains how to fight the disease,” Kataria added.

Like HIT, Lifebuoy, the hygiene brand owned by Hindustan Unilever Ltd (HUL), also ran a ‘Help a Child Reach Five’ campaign on print platforms to raise awareness of the importance of handwashing to prevent diseases such as diarrhea.

“As digital advertising continues to grow, impression continues to be a force to be reckoned with given its reach, longer lifespan and consumer habits. Our approach would also depend on factors such as brand, price, target audience, geography and therefore we customize execution, ”said a spokesperson for HUL.

Faced with the threat of disinformation on digital platforms, print has become the preferred platform for businesses for crisis management and confidence building. For example, Nestlé-owned instant noodle brand in India, Maggi, used print heavily to communicate product safety, build trust, and ultimately announced the brand’s relaunch after a controversy surrounding food safety standards. Likewise, Coca-Cola addressed the suspected presence of pesticides in its cola drink through effective print campaigns.

“People trust what is reported and start to believe in the image he draws. Therefore, we are seeing many brands actually using this medium to build their reputation and regain capital with ordinary people, ”said Dwibedy of Dentsu.

For Titan-owned jewelry brand Tanishq, printing still accounts for half of the retailer’s media spend. “Print is one of the most important media for Tanishq, generating almost 50% of our media spend,” said Ranjani Krishnaswamy, Managing Director, Marketing, Jewelry Division, Titan Company Ltd. Krishnaswamy added that for Tanishq , one of the key purposes of advertising is to encourage dating.

“Over the years, we have found that print is a medium that has constantly generated us visits. This has been confirmed by experience as well as based on the extensive market mix modeling we performed to assess the effectiveness of advertising. There is no denying the power of print to deliver communication to a large part of the target consumer all at once, ”he said.

Krishnaswamy said the print works for the retailer who advertises a lot around local regional festivals. “One of the other big benefits of printing is the ability to target geographically and deliver different communication to each region with the least amount of spillover. This is extremely useful for a jewelry advertiser like us, because in India each region has its own sensibilities and customs when it comes to jewelry design. “

Tanishq uses print campaigns to tell buyers about its new collections as well as its offerings. “Printing works effectively for us to advertise promotions, launch and showcase our collections and to build the brand as well,” Krishnaswamy said.

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