Digital media advertising has grown in popularity over the past decades and is poised to overcome traditional forms of print media, such as magazines. But how do consumers respond differently to the two forms?
Vinod Venkatraman and his colleagues at the Center for Applied Research in Decision Making found that consumers engaged more with print ads, and were better at remembering their content and corresponding brand and product associations a week later.
The physical sensation of touching and interacting with print materials may have helped with memory. Advertisers can leverage these benefits by continuing to incorporate print media to complement digital advertising campaigns.