The Power of Print in Integrated Marketing

Based on these findings, conclusions can be drawn that the brain associates the tactile quality of a printed piece with its perception of the brand; which explains why print remains a key medium for marketing campaigns that target high-end, high-value products or services.

The millennial generation is also more receptive to print than some might expect. Among 18- to 24-year-olds, 69 percent now say they prefer print and paper communications to reading off a screen. As shown in case studies and examples illustrated in "Print &," when marketers strategically leverage a combined approach of print and other media, it can produce the greatest return of marketing impact on dollars spent.