Neuromarketing is growing and more and more research is being done to see how people react to certain stimuli. An interesting study from America looked at the differences between digital and print media. It is always nice to see that what we claim is underlined by scientific research.
Different test methods
The study uses multiple testing methods. Respondents were exposed to 40 digital and physical advertisements, after which they had to fill in a survey about the advertisement, the products shown and preferences regarding service. During this research, an eye tracking method is used and the heart rate of the respondents is monitored.
A week later, a test is carried out to determine whether the respondents still remember what they have seen in the advertisements and whether they subconsciously have a preference for the products in the advertisements. This is measured by means of an MRI.
The power of print
The research shows that there is a big difference between the way people process digital and print advertisements. For example, digital ads are processed more quickly in the brain, but print ads linger better and longer. Participants in the study also showed a stronger, emotional response to the print ads.
So printing product cataogi, books and leaflets is still a very good investment. It allows you to connect your target audience to your brand in a more powerful way and ensures a stronger emotional response to your message.
Wondering what printed matter does to your target audience? At NPN Drukkers we are happy to help you get quality printed matter that really touches.
