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The Importance of Cohesive Design in Print Advertising

In an increasingly digital world it’s easy for anyone, especially businesses, to lose sight of the value of tangible print advertising. Nine times out of ten advertising will be the largest portion of any marketing strategy’s budget. And as such it’s important to maximize the return on investment for every dollar you spend.

One great way to guarantee a good return on investment with print advertising is to create a cohesive message or theme. People are fickle and even the slightest amount of confusion in an advertising campaign could be just enough to cause them to spend their money elsewhere. Today I’d like to share a few ways to create a cohesive print advertising campaign.

Photo credit: toddmadan from morguefile.com

Forms of Print Advertising
Print advertising is any advertisement that is physically printed onto a tangible media, and because of this the field of print advertising is extremely large. A few examples of common print advertisements are mailers and custom banners, as well as newspaper and magazine ads.

Creating Cohesion in Print Advertising
Although the different forms of print advertising are unique in terms of their deployment and target audience, having a similar message, or theme, across the board will help to reduce audience confusion and build a strong brand identity for your business.

In order to produce print advertisements that are cohesive you’ll want to take into consideration the colours, styles, patterns, and logo placement of your ads before deploying any advertising campaign. The colours and styles you use in your advertisements can help tie together different ads regardless of their content.

This means you don’t need to have the same information or images (aside from your logo) on every advertisement, but you will want to use the same colours and styles to make the content look similar across every ad. This builds a unity and helps potential customers begin to recognize your ads. (see picture above)

Rodger Roeser of Justice & Young Advertising and Public Relations in Cincinnati, Ohio, says it takes 17 exposures to an advertisement before it registers to the viewer. For this reason having a cohesive advertising plan is important because it allows multiple ads to work together to achieve the necessary views.

Imagine if you ran an ad in a local newspaper, on a local billboard, and mailed out fliers, each with different colours and styles. Every time a potential customer saw one of your ads they’re registering it differently than they would if you had a cohesive theme. Now if you did the same advertising campaign using like colours and styles people can begin to register them as being similar, and related.

Deploying the Print Advertising
After implementing similar colours and styles into your print advertising campaign it’s time to deploy it. When deploying any print advertising campaign you’ll want to take into consideration how potential customers will see your ads. If you plan to utilize things like mailers or fliers I suggest targeting them to specific postal codes. This will help you in deciding where to place other advertisements such as custom banners or which billboards to rent space on. Place ads where they have the most relevance. For example, an ad promoting noise reducing headphones will be most effective in places that have a lot of noise like subways and busses.

Effects of Successful Cohesion in Print Advertising
A cohesive print advertising plan is a powerful tool for businesses to use. The value of print advertising is not lost in a day and age where digital reigns supreme, but it does require some creativity to remain relevant. A cohesive advertisement campaign will help to build brand identity and keep the products or services your business offers at the forefront of the market and in the minds of potential customers.

About the Author:

Annie Harrington is a small business owner, writer, and amateur photographer. In her free time she enjoys writing about ways other business owners can positively impact their brand image with unique printed material like custom banners and custom poster printing.

New Features unveiled on Danipa’s Website!

Over the last several months we have been working hard to upgrade several key features on our website and we have successfully launched all of the new features!

Check out the new features below:

Portfolio
We’ve completely redesigned our portfolio page to allow for larger screenshots of featured projects and new detail pages for each of the projects. You can click on any of the images to visit the individual detail page to learn more about individual projects!  Each of the featured projects contains a link to the clients site so that you can view it live or visit the Portfolio page here!


Blog

At Danipa we love to blog!  Our blog features useful articles that help you with your Online Business.  We’ve updated our blog menus shown on the right side of your screen, so that users can easily navigate to the articles that they like! Visit the Blog to view it live!


Live Support

We want to be able to support you throughout your entire visit at www.danipa.com! That’s why we’ve added a new “Live Support” option to our website.  Simply click on the live support button to initiate a conversation with a Customer Service rep and we will answer any questions that you have!  Live Support is generally available from 9:00am to 5:00pm EST Monday – Friday.  If we are not online, simply leave a message and we will respond as soon as we return!


Domain Registration, Transfer & Management

Registering a Domain is not new to danipa.com, however, we have updated our design so that you can have a seamless experience throughout the site!  Your entire order process is conducted  on our site and with a high level of encryption, so that your information is kept private and secure. Register your Domain today!


Have questions? Please feel free to contact us directly by clicking on the Live support button or visit our Contact Us Page!

Google ends Free Business Email Services for New Subscribers

On Thursday December 6th, 2012 Google quietly announced the end of its free basic version of email services for Businesses in a Blog post.  Previously, businesses had been able to set up 10 email addresses based on their domain using the online suite of business applications, including Google Drive, e-mail, calendar and storage.
Google has been reducing free accounts since it first started offering accounts with up to 200 emails, they first reduced it to 100 users, then 50 users, and then finally reduced to 10 users in April of 2011.

New Google business accounts will now be charged $50 per user. However, existing users will see NO CHANGE.  The new “Premium Version” includes 24/7 phone support, 25 GB inbox (Which is huge), and a 99.9% uptime guarantee.

Reports have shown that over 5 Million businesses have taken advantage of the free cloud based services and this move to eliminate free services is widely seen as an attempt to capitalize on its popularity with small businesses and increase its bottom line.

What do you think of this move? Did your business take advantage of the free email prior to this change? Let us know in the comments section below.

Kitchener – Waterloo Chamber of Commerce “Business after Five” Networking Event

We were excited to have a booth at the latest Greater KW Chamber of Commerce’s networking event, recently held at Bingeman’s. Patrick Aboagye (CEO) & Danielle Reynolds (VP Sales & Marketing) were on hand to chat about Website Development and other online solutions that Danipa offers!


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See more photo’s from the event on the Chambers Facebook page: http://www.facebook.com/GKWCC