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Talking Points

Print is novel in today's digital era.

People are returning to print because it achieves results.

Print is so effective that a YouTube series aimed at millennials is being turned into a print magazine.

Print on paper remains essential to learning.

Case Studies

Oreo's unique translucent newspaper ad encouraging readers to imitate the solar eclipse with an Oreo cookie increased the product's brand awareness by 96%.

APIX Co., Ltd.'s personalized wine bottle label generated over 25 percent repeat purchases among first-time buyers.

There's nothing that can substitute for print.


USPS' NEUROMARKETING STUDY HIGHLIGHTS DIFFERENCES BETWEEN HOW CONSUMERS PROCESS PRINT AND DIGITAL MEDIA

The U.S. Postal Service recently worked with Temple University's Center for Neural Decision Making to conduct a neuromarketing study.1 The goal was to compare how consumers respond to physical versus digital media during their buying process, including how the media format impacts intent to purchase.

The study used survey questionnaires, eye tracking, core biometrics and neuroimaging to examine all levels of physiological and neural activity. Some of the most interesting results of this study include the following:

  • Participants' self-reported assessments of the different ads' impact and efficacy were not at all accurate.
  • Digital ads capture attention more quickly, and their content is processed more quickly.
  • Physical ads engage participants for a longer period of time.
  • Physical ads produce a stronger emotional response.
  • Physical ads are better for building a subconscious value and desire for a product or service.
  • Physical ads leave a longer-lasting impact for easy recall when making a purchase decision.

For organizations looking to optimize their marketing mix, this study has some very practical implications. For example, as the report points out, "if a busy consumer only has 10-20 seconds to view advertisements, a company is more likely to gets its message across quicker through digital, rather than physical, ads." But "Physical ads had a longer lasting impact than digital. A week after the initial viewing, the emotional response and concrete memory of the physical ads allowed participants to more quickly and confidently remember the physical ads than digital ads. This may be crucial when making actual purchases."

To download the full report, click here.


1 USPS Office of Inspector General, Enhancing the Value of Mail: The Human Response, RARC Report Number RARC-WP-15-012, June 15, 2015.

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Talking Points

Direct mail has a greater effect on purchase than digital ads, according to a new neuromarketing study.

California's book publishing industry is expanding. Book are alive and well and beloved by many.

Catalogs drive sales by making a connection with consumers and serving as inspiration books.

The resilience of print, despite the growth of mobile and digital consumption, may still be underestimated (according to Ovum's new Digital Consumer Publishing Forecast).

Case Studies

IKEA uses print to increase their number of social media followers

Land Rover's edible "desert survival guide" direct mail book gave big boost to test drives and sales.

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Current Outreach Efforts

Ad in July/August 2015 issue of Graphic Design USA GDUSA ad

Ad in Summer 2015 issues of HOW, PRINT and Storyboard GDUSA ad