Advertising Media is the term used to describe all advertising material created by advertising experts (graphic designers, advertising agencies, promotional product suppliers and distributors, etc.) to enable the communication of an advertising message. Advertising media include, for example, brochures, advertisements, inserts, advertising letters, posters, billboards, ceiling danglers, displays, promotional products, promotional gifts, giveaways, and many more.
Advertising Products can be personalised and employed for a specific target group. Promotional products or gifts can only develop a marketing effect as advertising media if they suit the target group and their quality speaks for itself.
Advertising products and advertising media are today available in many different variations and range from low cost items to highly exclusive products. The employed advertising products should always reflect the quality of one's own portfolio of products and services; after all, the promotional product or gift will always remind the consumer of the company that gave them the advertising product or media.
Advertising media, promotional products and promotional gifts can either be employed with existing customers, to leave a positive impression with the consumer and remind them of the company or product; or they can be used to please new customers and animate them to use the offer. Advertising products and media ultimately always increase your presence with the customer and leave behind a positive impression with regard to the offering company.
Bad advertising products are promotional products and advertising media that leave behind a negative impression, and whose lack of quality does not allow them to leave behind a positive impression.
One further selection criterion when employing advertising media is that it should be possible to personalise the promotional products or gifts. It is also important that the promotional products possess a sufficiently large surface area to display the advertising on.
Advertising vehicles are mainly consumer items that have advertising printed on them and are then employed as promotional gifts, promotional products, giveaways and advertising media to acquire new customers. Advertising vehicles in the form of promotional gifts are often distributed among existing customers and potential customers. These promotional products are often advertising media in the corporate design of the company. Sometimes advertising vehicles are also brand-name products with the logo of the company that is advertising.
Adobe Illustrator (*.ai) is a common file format for vector files created using Adobe Illustrator. It is the industry standard illustration software and the most common file format for artwork used in the production of promotional products, giveaways and advertising media.
The Advertising Media Working Group (Arbeitskreis Werbemittel e.V. - http://www.arbeitskreis-werbemittel.de)
Many companies decide to run advertising campaigns when the company is doing well; however, the experts in the advertising industry recommend that one does the opposite, hence anti-cyclical advertising. It is particularly during times when revenue is in decline and a company is fighting for survival, that a company must acquire new customers, secure the loyalty of existing customers and attract attention to itself; and nothing works better here than the use of promotional products.
Anti-cyclical advertising also means using promotional products during times when competitive pressure is low and reducing spending on such measures when competitive pressure is high. Almost all companies use promotional products during the Christmas season. When there is that much competition, it is possible that your advertising may be lost among the many other advertising messages out there and not achieve its desired effect. If you are looking to attract the attention of customers, it can therefore also be an advantage to use promotional products when all of the other companies have already concluded their advertising campaigns or are still waiting for the 'high season'.
The use of anti-cyclical advertising results in the lowest wastage and achieves precisely what you need to counteract a decline in revenue: winning sympathy, improving the image, securing customer loyalty and increasing awareness.
The term anti-pilling is used mainly in conjunction with textile promotional products and gifts made of fleece. Anti-pilling is a treatment applied to high-quality fleece garments after the colouration process to resist pilling.
Pilling is the accumulation of fibres and formation of little balls on the fabric's surface due to abrasion during wear. They are usually composed of the same fabric from which the promotional product is made. They either fall off completely or are held to the fabric by an entanglement with the surface fibres of the material. In the case of wool fibres, this entangling occurs on the fabric's surface and forming small balls of fluff. This process of forming small balls is referred as pilling in the case of advertising media made of fleece.
The term anti-pilling is used mainly in conjunction
Appliqué comes from the French 'appliquer', which means "to put on", and refers to a technique where a fabric motif, which may or may not be previously embroidered, is sewn, embroidered or fastened to the fabric of promotional products or advertising media. Appliqués are used on textile promotional products to give them a fashionable appearance.
DAS is based upon a promotional product data standard which was jointly developed by PSI and leading manufacturers and distributors in 2010 at the request of the promotional product sector.
The resulting technical platforms and PSI Online Services were then created by software companies in close collaboration with PSI.
Promotional product manufacturers can use DAS to feed their product data quickly and simply into the PSI Product Finder 2.0, the new distributor showrooms or the distributors' catalogues. Promotional product distributors can use DAS to obtain comprehensive information on manufacturers' product ranges and stock levels.
Artwork in the promotional products industry refers to all visual components that are required for printing advertising on promotional products and advertising media in accordance with the client's wishes. These include, in particular, corporate logos, typefaces, drawings and illustrations.
Artwork for the production of promotional products is best created, processed and stored in the form of vectorised artwork (*.eps or *.ai files) using graphic design tools such as Adobe Illustrator and Corel Draw. The advantage of using vector files is that logos or typefaces can be easily scaled (enlarged or reduced) without any loss in quality or resolution. Vectorised files are the industry standard and can be opened and processed by most suppliers of promotional products and advertising media.
The most common graphic design tools and their file formats are:
- Adobe Illustrator (*.ai, *.eps)
- Corel Draw (*.cdr)
- Photoshop (*.psd, *.jpg, *.gif, *.png, *.tif, *.bmp)
- Adobe InDesign (*.indd)
- Adobe Acrobat (*.pdf)
One should take the following into consideration when creating artwork:
- Check that you are using the same graphic design program and version as the supplier of the promotional product
- If you are using typefaces, send the fonts with the artwork, or...
- Convert the fonts in the program to curves
- Use sufficiently high resolutions for images (if possible, 300 DPI)
- Create an additional PDF version and send it with the artwork so that the precise printing position on the promotional products or advertising media is defined.
Advertising media with a high level of awareness leave a lasting impression of the advertised product or service of a company. The advertising message remains in the mind of the customer or prospective customer for a much longer period of time.
The term AZO often arises in conjunction with the dyeing of textile promotional products and gifts. AZO dyes are the most important group of synthetically produced organic colourants (approx. 50%). They are obtained by coupling a diazonium compound with naphthols, phenols and amines. The dyes offer a wide range of colours with many different applications when used as colourants in the manufacture of promotional products and gifts (T-shirts, polo shirts, etc.).
However in certain cases (AZO dyes derived from benzidine and dichlorobenzidine), they can be carcinogenic. Accordingly, the majority of dye manufacturers have no longer used AZO dyes derived from benzidine for over two decades. Textile promotional products and advertising media that are manufactured and certified according to the Oeko-Tex Standard 100 may only use AZO-free dyes.