Importance of Print Media in Marketing for a Brand

Ayare, Akash Ajit (2025) Importance of Print Media in Marketing for a Brand. Masters thesis, Dublin, National College of Ireland.

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Abstract

This paper examines the importance of print media in marketing industry for a brand, with the growth in digital technology consumers’ behavior’s gradually increasing towards digital consumption, brands are focusing largely on digital campaigns while print media campaigns are ignored.

This research project was based on literature review and qualitative research approach through team’s video call with 6 professionals from marketing background, they are working in advertising agencies and with specific brands and are connected to print media campaigns.

The research questions on which the study was conducted were how importance of print media campaigns differ for different brands, also how brands are adapting their recent marketing campaigns to stay competitive with the growth of digital media. Also, how print media is greatly useful for delivering complex messages and how print media works effectively for some brands.

The findings were analyzed based on themes emerged and mainly outcome from this study were that brands are still using print media for their campaigns by using creativity and innovative approaches, also few brands are integrating print with digital campaigns for better results and are looking at both as potential media channels.

Research’s limitations and Further research opportunities possible were also identified.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Maguire, Louise UNSPECIFIED
Uncontrolled Keywords:	Print media; marketing campaigns; thematic analysis; media strategy; advertising; consumer behavior; digital campaigns
Subjects:	N Fine Arts > NE Print media H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 10:47
Last Modified:	14 Feb 2026 10:47
URI:	https://norma.ncirl.ie/id/eprint/9135

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