Print Today: Measuring Advertising Effectiveness

advancedpf Print Industry

It’s news to some people: print advertising is sticking around. But methods of measuring the advertising effectiveness of print is changing. Or, it should be. Studies show that we consumers are neurologically disposedto respond better to print ads in certain situations – and this is not just true of the old folks, either. Studies showthat while Millennials are more influenced by digital ads than other age groups, they pay more attention to traditional ads. Recently, the Wall Street Journalreleased the following chart, and it’s no surprise that ad spending on print has dropped in recent years while spending on digital ads has accelerated. But look at what happens to print in the next few years: print spending will remain around the same level where it is today.   Print clearly will remain a major advertising player. For it to complement digital and other types of advertising we must focus on better ways of reporting …