Print advertising – what is it? Types, pros and cons, differences

There are many types of print ads. The simplest of them are advertisements in newspapers or magazines, the complex ones involve execution in the form of catalogs, brochures or brochures. Properly designed advertising is a direct way to increase sales of goods or services.

Printable advertisement

Product concept

Print advertising refers to one of the older forms of advertising campaigns that reach a large target audience.

In the production of paper or its substitutes, the client perceives the essence of the ad by reading. This type of promotion is focused on a specific consumer circle that needs individual goods or services.


There are many types of print ads. Its final cost depends on the complexity of the execution.

what are leaflets for?


They belong to common types, presented in small-format publications. The leaflets contain information about a specific product, service. The text is of an advertising nature, any design is allowed, but more often it is bright and colorful.

The key goal of print advertising is to accelerate the dissemination of news to the target audience about a new product and promotions.

Leaflets are produced in large editions. The appearance of the sheet should be thrown from afar, arouse the desire to familiarize yourself with the contents. They may contain a photograph of the product and its main characteristics.

about catalogs


Presented as a brochure with a large number of pages and a small print run. The catalog contains:

  • all headings or their separate subgroup;
  • description;
  • cost;
  • product picture.

Product information does not always consist only of text; tables, technical drawings, photographs of parts can be placed in the body of the catalog.

Print advertising, what happens


Magazine ads are ubiquitous. This type of advertising benefits from the colorful design.

Unobtrusive information is better perceived by customers – flyers are more likely to end up in the trash than favorite magazines.

about PR in calendars


Refers to carriers of advertising information distributed throughout the world. Prolonged stay in the same place, viewing the printed brand name, information about the business or product items lead to an involuntary memorization of the data the advertiser needs.

An artistic calendar, consisting of 1-6-12 sheets and illustrations applied to them, is considered a common form of issue. Common pictures are executed in the form:

  • beautiful places;
  • characters from feature films or cartoons;
  • painting, cars, etc.

There are several common calendar formats: for carrying around at all times, for attaching to walls, or for mounting on a desktop. In them, special stripes are allocated on which information about the advertised services or goods is printed.

For pocket versions, information can be printed on the cover.

photo booklets


They are represented by small-sized advertising items made on good quality paper with a printed drawing or photograph.

Booklets contain information about a company, a specific product or service. This print ad looks like an accordion-folded piece of paper, without stitching or shaping it into a brochure. Each booklet has its own size and volume, but when fully spread, it does not exceed the area of ​​a normal printed sheet.

The specificity of advertising materials is based on vivid drawings, photographs, supplemented by small text. Booklets are more often ordered by well-known, branded companies to raise their own prestige. Their production costs more than a regular leaflet, they are used for a short time, so materials are printed in large quantities.


They have a large format and are distinguished by their colorful design. Designed to illuminate products, manufacturer, using a photograph, picture or short text. Print ads on posters are used to design:

  1. Hall for trade or product demonstration;
  2. Stands for shows and exhibitions;
  3. The furnishings of office, office premises, places for negotiations;
  4. Billboards or specialized pedestals.

The features of the poster include the conciseness of the text part. A large headline or slogan is placed above a picture, photograph, or a combination of both.

It is intended to introduce end users to a product or service. An increase in the functional qualities of the product is achieved by supplementing the poster with a calendar, in some cases it is made detachable.


Presented by a publication with pictures, a full description of the offered goods, services. Advertising brochures are more expensive and more sophisticated than standard flyers.

This type of print advertisement is more often produced as a jubilee version that emphasizes the prestige of the enterprise. Its pages describe in detail:

  • the history of the company and the niche it occupies at the regional or state level;
  • manufactured products or nuances of services;
  • information about employees.

In another case, advertising brochures are ordered to disseminate information about new variations of high-value products. An example would be the release of a car. The publication lists:

  1. Old cars from the same line with photographs and brief specifications;
  2. The advantages of the latest model with a listing of the advantages;
  3. Pictures of new products in different colors or during use.

Advertising brochures contain different numbers of pages and are produced in black and white or color. Prints on standard or premium paper. The effectiveness of a publication depends on the information content and reliability of product news.

printed views


They are congratulatory, printed in a small format with pictures.

Most citizens are accustomed to using postcards to congratulate loved ones and relatives, but with the right approach, they can be used to achieve popularity with the target audience. A small postcard can be sent as a means of congratulating on the upcoming holidays to regular and potential clientele, business partners.

How it works

The performance indicators of a print ad are directly dependent on certain factors that must be considered before ordering it. Experts advise taking into account the following nuances:

  • by size – medium and large format advertisements show better results;
  • ad placement area – placement on a spread is always more effective than printing on advertising pages almost twice;
  • choice of colors – the optimal colors for potential buyers are selected according to the country of residence, they should evoke positive emotions in customers;
  • for brevity – concise texts with a minimum amount of unnecessary information are better perceived by people;
  • illustrations – correctly selected visual design will increase the success of print ads.

Increasing audience interest is achieved by developing interesting headlines.

They should briefly talk about the proposed product – the client should understand at a glance what it is about.

Pros and cons

The advantages of using print advertising are presented:

  • short production times;
  • inexpensive cost compared to other types of advertising benefits.

The negative aspects of leaflets and catalogs are associated with poor selectivity, a narrow circle of potential buyers. Many people have a negative attitude towards imposing unnecessary printed materials on them.


Print advertising is used for any trade events:

  • direct work with clients;
  • during partnership and business negotiations;
  • at exhibitions in shopping centers.

It cannot be said which of the types will help the new company to declare itself on the regional sales market. Some manage to solve the problem and get out of the shadows with the help of leaflets, others are forced to constantly print calendars and posters, to remind of their existence.

Are print ads effective? Write your opinion in the comments!