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  • popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Deloitte Advertising spend impacts GDP with factor 5 Submitted by Ulbe Jelluma 05 01 2016 A Deloitte study shows the effect of advertising spend on the economy The study done in Belgium indicates that the advertising spend in the country has a major impact on the GDP Advertising expenditures in Belgium total 2 2 billion Deloitte calculated on the basis of econometric modelling in various countries that the contribution to the economy would be 13 billion representing 4 of GDP The advertising industry has therefore a multiplier of 5 on the economy Making it a very effective tool in the national economy Deloitte UK data from 2011 shows that the multiplier is even higher at 6 The advertising sector and related sectors account for a total employment of 87 000 people Employment in agencies is limited to less than 2000 people about 11 000 advertisers are involved in marketing and communication and the largest group is defined as suppliers and other people depending on the salaries paid to the people in the ad industry The Press sector newspapers and magazines represents 31 6 of total advertising spend and 31 of total employment Just behind the outdoor category it has the highest multiplier when comparing direct and indirect employment A broader definition uses the term creative industry representing 4 8 of GDP This definition includes also architecture visuals art video games and other sectors These data are comparable with data from the UK Although

    Original URL path: http://www.printpower.fi/UK/Deloitte-Advertising-spend-impact-on-economy-is-factor-5 (2016-05-02)
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  • Campo says that the experience made him believe that we should talk not of print but of a new concept Ink in A Blink Serving as Jury President at Cannes reignited at my respect and love for print advertising There s been a lot of talk in our industry about how new media has transformed everything but print still represents the toughest creative challenge in the business If you can do great work in print you can do great work in any other media That s because print the oldest form of advertising is a creative exercise in simplicity and distillation You have one page one frame one shot to tell a story Print engages a sole sensory dimension so your insight has to be sharper your creative idea has to work harder Originality simplicity and surprise need to combine in print to create a singular emotional moment What a challenge What a puzzle What an opportunity There s a romance in print In a highly audio visual world that can sometimes be ephemeral print work is substantive its tactile its permanent I know im not alone in loving the feel of print and the exotic appeal of a glossy full page magazine ad Being captivated by a print ad is similar to looking at a great painting or photograph in a museum In a busy crowded world it s a moment of silence stillness and communion of ideas between viewer and artist Perhaps it s the category name that needs a rebrand Let s consider replacing fusty clunky mechanical old print with more fluid graceful and contemporary ink suggests flipping through a copy of Vanity Fair each ad looks like it has the production value of a small movie Despite the explosion in electronic media the magazine industry continues to grow and ink remains especially strong in luxury products beauty technology and finance Advertising is the commercial art that is most in touch with human nature As such it lives in a biological world of adaptation and reinvention But the medium is never a zero sum game its a continually additive Advertising always has been and will continue to be and and not either or and ink remains the foundation of the craft Let s leave the angst behind roll up our sleeves and do great work Shiona McDoughall Executive Strategy Director at Rapp While traditional above the line agencies may have to accommodate swinging pendulums there are still those of us who have been quietly getting on with the best channel for the job at hand which is as likely to be print as any other mechanism Whether we re talking about letterbox marketing or press and magazine advertising print is still very much a key part of the mix In the world of direct marketing measurement has always been our thing We know there s a time and place for digital engagement and a time and a place for print because we ve measured the relative impacts

    Original URL path: http://www.printpower.fi/UK/The-Swinging-Pendulum---The-worlds-most-powerful-ad-man-comes-out-in-favour-of-print (2016-05-02)
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  • department that helps agencies create ad campaigns Print is a brilliant B2B medium Google has used a lot of print in the past not just direct mail but also outdoor In one memorable outdoor campaign for Google voice search each poster featured a site specific phrase spelled out as it sounded So a poster at Chelsea Football Club carried the line ley tist skorhz latest scores and at Canary Wharf in the financial centre of London the poster read foot see wun hun dred FTSE 100 Google has hiked its print advertising budget in the UK spending 5m on outdoor advertising and 3 5m on press ads in 2013 It also used press and posters for a campaign promoting its YouTube stars such as Zoella and has used traditional media to promote products such as Google Maps and the Nexus 7 tablet Collister says that google has used direct mail to target small businesses as these can stand out against the deluge of emails that decision makers often receive There s a role for print in direct mail and press to reach influencers he says And he points to the warning by Google vice president Vint Cerfearlier this year about the threat of permanently losing digital data such as blogs tweets photos and emails as the old software needed to view them is gradually replaced by new technology This threatens to wipe out our collective memories Vince was saying that we need to monitor the digital revolution carefully so we don t lose so much money Collister says Cerf argued that keeping important content in print will help future generations understand what happened in the past If there are photos you really care about print them out he told The Guardian The Latest Trend One of the most successful players in e commerce Net A Porter has also recognised the importance of print in reaching its upmarket consumers The luxury fashion site launched in 2000 and demonstrated that the internet could be a marketplace for selling high end clothing The in 2014 its print publishing division created a glossy magazine called Porter that competes on newsstands with the likes of Vogue and Elle Every page of Porter is shoppable By pointing your smartphone camera at a picture and using Porter app the details of the garment come up and readers can either buy the item directly or find out where to get hold of it This is evidence of the prime role that print plays in reaching upmarket consumers As Natalie Massenet Founder Executive Chairman of Net A Porter said at the launch With the launch of Porter I feel we have come full circle at The Net A Porter Group The founding idea for this business was about launching a shoppable magazine online inspired by the incredible glossy magazines we have grown up with Porter is the fulfilment of many years of thinking and dreaming Creating New Connections Other tech giants have used print for specific tasks LinkedIn created

    Original URL path: http://www.printpower.fi/UK/Apple-Google-Facebook--LinkedIn-and-more-tech-giants-turn-to-print (2016-05-02)
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  • material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Third most important ad medium in UK and USA Direct Mail Submitted by Ulbe Jelluma 17 12 2015 Total advertising expenditures in countries often don t take account of Direct Mail investement This results is a view that Direct Mail probably has declined in importance Recent data from the UK and the USA shows the opposite In those two highly digitalised advertising markets Direct Mail is the third most important channel Brand owners and their agencies are often struggling to obtain a complete overview of the advertising expenditures of competitors Understanding media mix strategies is often part of a competitive analysis Brand media strategies can offer insight in target audience definition and ways to reach them However in a few countries an overview of all media exists For most countries major media TV radio cinema newspapers magazines internet outdoor investments are known However these data do not take into account the investments in direct mail unaddressed mail catalogues or door drops Based upon data from Royal Mail the overview of media investments now also includes direct mail based upon unrequested catalogues vouchers and money off coupons postage and non postage costs such as printing The latest overview of advertising expenditures in the UK shows that brand owners investments in direct mail positions the channel right after TV and internet as the third most important channel This demonstrates the importance of the channel in a country with the highest share of digital investments in Europe Direct mail expenditures have grown for three consecutive

    Original URL path: http://www.printpower.fi/UK/Third-most-important-advertising-medium-in-UK-Direct-Mail (2016-05-02)
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  • Uutiset
    of print and paper Verification failed please try again with this new verification box Please enable JavaScript to continue Wait Two Sides gives you more Do you want to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Reset all Select Your Language By selecting your language choices you can view content on all the Two Sides websites Channels Magazines Newspapers Direct mail Customer magazines Door drops Catalogues Magalogues Sales collateral Commercial Print Results Advertising effectiveness ROI Brand Image awareness Buying intention Consumer engagement Lead generation Part of a multi channel campaign Sales increase Sensory Stimulation Industry Automotive Charity Government Retail Clothing and accessories Durables Distribution Entertainment Financial FMCG Health care Industry Media Telecommunications Services News All News items are listed below but if you wish to refine your search please tick the boxes on the side panel more than one is possible First select your search criteria from the panel on the left and then tick your search option below Option 1 Select the search criteria you need and get news that contain any of your search criteria Option 2 Select the search criteria you need and get news that contain only the combination of search criteria selected Option 3 Enter your search words here and find relevant news Hae Facebook uses beautiful book for new employees Porsche demonstrates interactivity via print ad Government use printed leaflet to change public opinion The effectiveness of a newspaper without advertising Sounds on paper read the first issue of Paper Jam DRUPA

    Original URL path: http://www.printpower.fi/Uutiset?page=1 (2016-05-02)
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  • Japan and the rest of the world and The Swarovski Magazine which is mailed out to customers in 120 countries and published in more than 10 languages The two titles are the twin engines of the crystal maker s print marketing which also spans print ads in consumer titles and innovative tie ups such as its deal with Oprah Winfrey s O magazine which celebrated its 15th anniversary with an array of covers coated in Swarovski crystals Multifacets is used as a marketing tool to enhance Swarovski s status as a brand associated with glamour as well as a sales tool guiding readers to everything from Swarovski s crystalline watches to stone pendants explains Nathalie Colin Creative Director Executive Vice President Communication at Swarovski The magazine is a quick flick through read which highlights seasonal trends in jewellery wear Meanwhile The Swarovski Magazine is a much longer title featuring dreamy images for crystal lovers to luxuriate in as well as more in depth features such as the creative process behind the collections sneak previews on special Swarovski projects or weightier matters such as the business discipline needed to run the famous Tyrolean business Both titles are crammed with information that can help women to be daring and to incorporate jewellery in their daily routine Colin adds Through Multifacets we aim at staging women of different styles in situation from day to night office to party casual or festive formal occasion Our aim is not only to show our collections but share some styling tips interpretation of trends how to wear and how to accessorise An Impressive Portfolio Like Swarovski the flagship customer magazine of Harrods includes product related content alongside style fashion features and lists such as The best face creams to buy all squarely aimed at affluent and stylish women Harrods Magazine is published 10 times a year boasts an average circulation of 120 000 and is part of a wider portfolio of publications which has grown to include 25 titles published each year including men s watch jewellery and travel titles Deb Bee Harrods Director of Creative Marketing said We have a lot of input from our buyers who say things like We would like you to strongly feature these seven brands We come up with a creative spin but obviously everything we do has to be dictated by what we buy Despite commercial objectives Bee says that Harrods Magazine has retained its integrity in the market and to the independent observer it reads like an upmarket women s consumer title We have developed an independent voice that s not hard sell she says The most important thing about our magazine is we don t ram Harrods down people s throats Indeed such is its antipathy towards the hard sell that words such as stunning and other highly emotive sales adjectives are banned from appearing in the magazine Hand In Glove One difference between the Swarovski and Harrods titles is their approach to advertising or lack of it

    Original URL path: http://www.printpower.fi/UK/Strike-a-Pose-with-Swarovski-and-Harrods-Customer-Magazines (2016-05-02)
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  • of print and paper By subscribing you will automatically opt in to our regular newsletters and emails about the sustainability and attractiveness of print and paper Verification failed please try again with this new verification box Please enable JavaScript to continue Wait Two Sides gives you more Do you want to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot A book that transforms into a camera Submitted by Shareena Patel 14 12 2015 Artist Kelli Anderson creates an astonishing pop up book that transforms into a working camera Anderson loves being imaginative with paper Paper in my work is a little like that plastic bag in the movie American Beauty For the past few years i have been trying to better understand forces at play in the analog world through a process of subtraction and to do this i have been disassembling everyday tools stripping off their normal interface

    Original URL path: http://www.printpower.fi/UK/A-book-that-transforms-into-a-camera (2016-05-02)
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  • to us to convince them Stine Halberg When we create a strategy for clients we get the brief then look into what the target group s behaviour is which media they consume and what the competitor is doing We then decide the channel mix We look for a 360 degree integrated solution Media are merging together so rather than having separate plans we look at how we can integrate all media into one plan putting print with TV and digital What are some of the interesting ways that media agencies are using print to promote brands Dean Browne I find what some brands are doing with print really interesting It s about creating meaningful experiences and adding value Print might have struggled to do that traditionally but now there are some great examples Nivea has created a fantastic campaign in Brazil People s phones run out of battery on the beach so in a print publication they provided a solar panel to plug your phone into and recharge it The great thing about print is that it can be highly relevant Martin Grøn Previously we used print as a reach medium but as readership figures are falling it s no longer possible to use it in that way so we use it as a content medium Many advertisers want to do advertorial which can be used with other platforms such as mobile and tablet Most clients want print and they want to try digital as well We still have clients for whom print is a very good medium retailers in particular see the effects of it Langley For BMW we have a year round presence in premium positions in relevant print titles ones which over index for our audience These may not be the biggest titles it could be a niche title like an amateur golfing magazine But for Mini the ads tend to be more tactical in the national press We might book an ad at 3pm on a Friday to run on a Saturday We used this tactical real time approach for Mini with an ad during the horsemeat crisis that read Beef With a lot of horses in it How is print faring with the rise of digital Langley There s so much marketing world chat about digital and online but when you think about the need to reach all the stakeholders across the business such as BMW dealers and people in the factories everyone understands how print adds value For the dealer network to come into work on Monday morning after they ve had a new car delivered over the weekend open the newspaper and see a massive double page spread for the new car that gives them confidence Halberg In Nordic markets print is declining but it s coming down from a very high base The further you go north the higher readership for print in Finland people read 12 magazines each Davies Niche interest magazines continue to cater for people s passions As providers

    Original URL path: http://www.printpower.fi/UK/Prints-is-a-very-strong-call-to-action-medium (2016-05-02)
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