INTRODUCTION TO MEDIA STUDIES: A COMPARISON BETWEEN PRINT AND ELECTRONIC MEDIA (ENGLISH AND LINGUISTIC PROJECT TOPICS AND MATERIALS)
ABSTRACT
This research project’s objective was to determine whether print media such as brochures and booklets are more or less effective than electronic media such as emails and web page advertisements in attracting consumers. A special interest was taken in higher education recruitment and the research was completed by advertising to high school students who are in the process of choosing a school for their higher education experience. The research featured an advertising campaign launched through both print and electronic platforms, directing the consumers to an online survey they were able to take to provide feedback about the experience. This project led to quantifiable data that gave insight as to which channel is more effective at attracting consumers; most specifically Millennial during their college search. Another survey of current college students was also completed to ascertain more in-depth knowledge of what types of advertising was most appealing to a slightly older age set and what affected their college decision a few years ago.
INTRODUCTION
When comparing print to electronic media, it is easy to assume that electronic is always better in today’s society. It is expected for electronic communications to grow 15.9% annually until 2018, while print is only growing 2.8% each year (Stable, 2015). Electronic media are faster, cheaper, wider reaching, and appeal to more people as being current and cutting edge technology. But just because electronic advertising might be more efficient does not mean that it is more effective. People generally think of print as being more sincere and eliciting a more emotional response than a digital advertisement. While electronic ads can be found scattered everywhere, print media seems more intentional. From streaming music and videos to social media, people are always being bombarded with corporate ads that can become irritating and tiresome. While print can sometimes be viewed as a dated form of advertising, it is still a very strong force in terms of meaningful interactions, which more and more consumers are searching for. In order for print to remain relevant and exciting, it does need to recognize the changes in the industry and consumers and be willing to innovate. A new generation, the Millennial, are in the process of growing up and making important decisions, like college choices (Fry, 2015). Industries need to be able to keep up with the expectations of Millennial, who hold a considerable stake in society. Some new techniques include printed quick-response (QR) codes that direct consumers to websites or a personalization component that excites the receiver and makes them feel special. On the other hand, in order for digital media to keep up their successful momentum, they need to recognize that customers are looking for something more than e-mail blasts or Facebook ads. Consumers want to feel special and that their business matters. Personalization and connection are ways to reach out to people and make them feel like they are not just another e-mail address. In either case, it would be unwise to underestimate print or technology as inherently inferior to the other. Both have advantages and disadvantages that must be overcome. A truly successful advertising campaign should incorporate both print and digital promotion and use each other as supplements to harness the strengths of both. Technology excels at being fast and cheap while print succeeds in building meaningful connections. The merging of these two components seems to be the best way to combine new and exciting technology with time-tested success. However, an in-depth look at the individual effectiveness of the two media is necessary to gain a larger picture of the current state of the industry. The purpose of this project was to ascertain whether the meaningfulness of print is proving to be more effective than far-reaching but not always significant electronic advertising. While digital media have the advantage in terms of excitement and innovation, their weaknesses are things that print finds strength in. Print advertisements are by no means a dying or ineffective form of communication.
