In the course of the development and promotion of a product or company brand, what kind of role does printed matter play? What are the market opportunities for print advertising in the Internet era?
Brand management is the most discussed and publicized topic in today's society. The role played by different media formats and platforms is not defined in detail. The “Internet economy†hot flash indicates that new products entering the market must change the practice of brand promotion through print only. Jurgen Rosger, executive vice president of the German company AOL (American On-Line), said: "The combination of online promotion and print promotion is perfect. Our company has published a printed magazine for customers." In addition, AOL The company also relies on print to attract new subscribers: through magazines and direct mail, AOL spreads its brand to every corner of the world, often with a CO-ROM promotional CD in the magazine and direct mail distribution.
Other IT company brands engaged in network businesses, such as Netscape, Yahoo, Lycos and IBM, Microsoft, and Oracle, also carry out brand expansion and promotion activities through print. In addition to the company’s own magazines, printed advertisements in newspapers, magazines, and various billboards are also essential. The German Association of Magazine Publishers hopes to stimulate interest in the buying of magazine groups, so that the advertisements published in magazines have a large number of readers. The "Print wirkt" competition organized by the association uses the advertising theme of famous brands. For example, the Lufthansa and Milka companies of Lufthansa Lufthansa reduced their advertisements to only pictures, and all the texts were omitted. In this case, the reader recognizes the capabilities of these advertisements.
Online Media Services Print media must be able to accomplish the task of supporting information communication with brand name manufacturers in a variety of different ways, and match the manufacturer's productivity and impact. What advertisers need is intelligent and efficient networked media and communication services. Jason McCabe Calacanis, president of New York Press, explained: “If companies want to survive in the age of digital media, they must combine various experiences in the brand and multimedia fields.†Jason combines print and online media as a basic Business principles. On the one hand, he established a unique media business with the help of the magazine company; on the other hand, he also established an online community on the Internet, and each brand and advertiser can choose one. Although the website is not profitable, it can obtain considerable income through sales of print and advertising spots.
Peter Haller, President of the Serviceplan Agency Group in Munich, Germany, believes: “Unlike other media, print provides an excellent opportunity for more effective communication.†Mr. Haller was selected by industry magazine HORIZONT as In 2001, Agency Man, he advocated personalized advertising because it was even more effective than advertising methods such as television advertising. According to him, for a long time, printing has become a kind of media with special influence, because it can provide customers with targeted channels of contact with the target group.
However, Mr. Haller believes that various areas of the print media still need to make great improvements, especially in areas where targeted solutions need to be specified. In the field of television, people already have a fairly good understanding of it and have carefully studied the objectives that the target organization may achieve, and continue to optimize it on the basis of “per thousand contract pricesâ€. It is also necessary to carry out the same research in the area of ​​print advertising. At present, when people design advertisements, they mainly focus on some habits and subjective feelings. For example, “We must place advertisements on the right-hand side of the page.†In other words, there is no certain parameter data that can be used for prints. The quality of the advertisement is evaluated. At the same time, no one has noticed that today's readers always read selectively. No one can read the entire magazine or the entire newspaper. Therefore, Mr. Haller believes that a set of advertisements must be placed in a place where the target audience can see it in order to produce the desired effect.
In addition to the question of how printed advertisements play a role in the media, digitalization in printing should also take into account the value of commercial print carriers in information exchange. A "DigitaldruckForum", an overview report on the status of printed media issued in German-speaking countries, has for the first time established guidelines for advertising, so that people are aware of the increasing importance of print carriers due to digitization in printing. The results of this report show that although digital printing offers a wide range of opportunities and potential, neither advertising nor brand experts can fully exploit these new opportunities because they lack awareness of the existence of these opportunities. We cannot think of digital printing as merely a technology, but rather as an opportunity to respond quickly to the innovative market concept.
Our goal is to establish print media in the context of interactive media strategies, but this depends on the situation. Service providers must master the principles of “digital printing plates†before they can participate in personalized digital print carriers. In addition, they must attract the interest of these customers by introducing professional technologies to their major customers—ad agencies. Digital printing requires the establishment of a new form of communication between market partners. Printing technology developers and manufacturers provide customers with various appropriate and powerful technological processes to support the individuality of print media with competitive market prices. Exchange production. The potential development of digital printing and modern print communication requires a new way of thinking: not only simple sales of printed materials, but also provide good services to customers.
Print media perspective In the brand management process, the business model in the printing industry (especially the publishing house) masks the reality that print media and technology can provide a variety of feasible solutions for network exchange:
1. Innovative companies in the Internet economy, especially AOL, T-Online, IBM, and Microsoft, as well as some brand manufacturers such as Sony, E-Plus, and Dell, use the print media as an effective carrier for image carrier and communication brand information.
2. Print is the most important medium for economic and business communication.
3. Printing uses tactile and emotional effects to avoid the ephemeral nature of the information world and produce true reliability.
4. Printing technology has a guiding function. The effectiveness of marketing campaigns can be enhanced through digital integration with the Internet.
5. In a brand conversation, printed matter can provide customers with a more comprehensive understanding of brand information by providing printed information.
Brand management is the most discussed and publicized topic in today's society. The role played by different media formats and platforms is not defined in detail. The “Internet economy†hot flash indicates that new products entering the market must change the practice of brand promotion through print only. Jurgen Rosger, executive vice president of the German company AOL (American On-Line), said: "The combination of online promotion and print promotion is perfect. Our company has published a printed magazine for customers." In addition, AOL The company also relies on print to attract new subscribers: through magazines and direct mail, AOL spreads its brand to every corner of the world, often with a CO-ROM promotional CD in the magazine and direct mail distribution.
Other IT company brands engaged in network businesses, such as Netscape, Yahoo, Lycos and IBM, Microsoft, and Oracle, also carry out brand expansion and promotion activities through print. In addition to the company’s own magazines, printed advertisements in newspapers, magazines, and various billboards are also essential. The German Association of Magazine Publishers hopes to stimulate interest in the buying of magazine groups, so that the advertisements published in magazines have a large number of readers. The "Print wirkt" competition organized by the association uses the advertising theme of famous brands. For example, the Lufthansa and Milka companies of Lufthansa Lufthansa reduced their advertisements to only pictures, and all the texts were omitted. In this case, the reader recognizes the capabilities of these advertisements.
Online Media Services Print media must be able to accomplish the task of supporting information communication with brand name manufacturers in a variety of different ways, and match the manufacturer's productivity and impact. What advertisers need is intelligent and efficient networked media and communication services. Jason McCabe Calacanis, president of New York Press, explained: “If companies want to survive in the age of digital media, they must combine various experiences in the brand and multimedia fields.†Jason combines print and online media as a basic Business principles. On the one hand, he established a unique media business with the help of the magazine company; on the other hand, he also established an online community on the Internet, and each brand and advertiser can choose one. Although the website is not profitable, it can obtain considerable income through sales of print and advertising spots.
Peter Haller, President of the Serviceplan Agency Group in Munich, Germany, believes: “Unlike other media, print provides an excellent opportunity for more effective communication.†Mr. Haller was selected by industry magazine HORIZONT as In 2001, Agency Man, he advocated personalized advertising because it was even more effective than advertising methods such as television advertising. According to him, for a long time, printing has become a kind of media with special influence, because it can provide customers with targeted channels of contact with the target group.
However, Mr. Haller believes that various areas of the print media still need to make great improvements, especially in areas where targeted solutions need to be specified. In the field of television, people already have a fairly good understanding of it and have carefully studied the objectives that the target organization may achieve, and continue to optimize it on the basis of “per thousand contract pricesâ€. It is also necessary to carry out the same research in the area of ​​print advertising. At present, when people design advertisements, they mainly focus on some habits and subjective feelings. For example, “We must place advertisements on the right-hand side of the page.†In other words, there is no certain parameter data that can be used for prints. The quality of the advertisement is evaluated. At the same time, no one has noticed that today's readers always read selectively. No one can read the entire magazine or the entire newspaper. Therefore, Mr. Haller believes that a set of advertisements must be placed in a place where the target audience can see it in order to produce the desired effect.
In addition to the question of how printed advertisements play a role in the media, digitalization in printing should also take into account the value of commercial print carriers in information exchange. A "DigitaldruckForum", an overview report on the status of printed media issued in German-speaking countries, has for the first time established guidelines for advertising, so that people are aware of the increasing importance of print carriers due to digitization in printing. The results of this report show that although digital printing offers a wide range of opportunities and potential, neither advertising nor brand experts can fully exploit these new opportunities because they lack awareness of the existence of these opportunities. We cannot think of digital printing as merely a technology, but rather as an opportunity to respond quickly to the innovative market concept.
Our goal is to establish print media in the context of interactive media strategies, but this depends on the situation. Service providers must master the principles of “digital printing plates†before they can participate in personalized digital print carriers. In addition, they must attract the interest of these customers by introducing professional technologies to their major customers—ad agencies. Digital printing requires the establishment of a new form of communication between market partners. Printing technology developers and manufacturers provide customers with various appropriate and powerful technological processes to support the individuality of print media with competitive market prices. Exchange production. The potential development of digital printing and modern print communication requires a new way of thinking: not only simple sales of printed materials, but also provide good services to customers.
Print media perspective In the brand management process, the business model in the printing industry (especially the publishing house) masks the reality that print media and technology can provide a variety of feasible solutions for network exchange:
1. Innovative companies in the Internet economy, especially AOL, T-Online, IBM, and Microsoft, as well as some brand manufacturers such as Sony, E-Plus, and Dell, use the print media as an effective carrier for image carrier and communication brand information.
2. Print is the most important medium for economic and business communication.
3. Printing uses tactile and emotional effects to avoid the ephemeral nature of the information world and produce true reliability.
4. Printing technology has a guiding function. The effectiveness of marketing campaigns can be enhanced through digital integration with the Internet.
5. In a brand conversation, printed matter can provide customers with a more comprehensive understanding of brand information by providing printed information.
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