[Translate to eng:] Werbemittel im Marketingportal

Use the right advertising media effectively

[Translate to eng:] Werbemittel Marketingportal

Keep in mind with the right advertising media

Marketing nowadays offers many, very different ways to approach customers and target groups and to convince them of their own products, services and promotions. It is not always easy to choose the right advertising material for the upcoming campaign. In order to keep a cool head, it helps to inform yourself beforehand about the various possibilities and then make the right decision for your own situation. However, in order to do this it is important to understand what advertising media actually are.

What are advertising media?

In general, any means of corporate communication can be described as an advertising medium. This is the form in which selected advertising content (the advertising message) is delivered to the customer via a selected advertising medium, or the medium. This includes all possible forms of advertising offline and online, but in advertising, the term advertising material is often used exclusively for promotional items. These are mostly small give-aways, freebies or other items that are issued to the customer.

Selection of advertising media

In order to choose the right advertising medium for the campaign, it is important to think about the objectives. Depending on the planned goal of the campaign, various promotional items can lead to success. The strategic direction of the campaign should be considered in order to know from the outset which goal should be pursued. Examples of this would be to draw pure attention to the brand or to advertise a campaign for a specific product. In addition, the selection of promotional items is strongly oriented to the customer group to be addressed. Media and forms of dissemination must be selected that are received by the people to be addressed. This means that online advertising material tends to be more suitable for a younger target group, while printed advertising material is more suitable for local, older groups of people. Other influencing factors on the selection are the advertising activities of the competitors, the offer or product which it is and how much budget can be made available. After selecting the right promotional items, it is also important to find the appropriate media for distribution. In most cases, it is advisable to choose a marketing mix that combines various advertising media in order to advertise as successfully as possible.

Types of advertising media

In order to be able to make the selection, it is also important to get an overview of the possible promotional items. In order to differentiate between the types of advertising media, different categories can be created, which appear useful depending on the objective. Here, for example, the spreading accuracy, the number of people reached or the time spent on the advertising material can be set as the decisive criterion. However, the simplest structure is based on the type of medium. A distinction is made in which areas the advertising material is published. This means that a wide range of advertising materials can be subordinated to each area. Since all these industries and corporate structures live from being represented at many different locations, but still want to appear as a single brand, it is very important to do a centrally controlled but locally adapted decentralized marketing.


Under the Print section you will find all advertising materials that are printed or printed. This includes all print media such as newspapers and magazines, but also the printing of giveaways and other products.


The counterpart to the printed advertising material is the online world. Here the Internet is used as a platform for placing your own products on the website or external sites. Customers can also be addressed directly through newsletters and social media posts. 


In order to make the digital advertising space even more appealing, the use of video productions lends itself. In this way, more complex articles and promotions can be explained and brought to the customers lively. 


Customers can be addressed not only visually in video format, but also on the soundtrack. Information can often be easily and casually received here, for example on the radio. 


The last area of ​​publication is out-of-home marketing. The cityscape uses posters and advertisements to advertise the company and its products, thereby attracting as much attention as possible from a large audience. y

Which advertising media are the most effective?

When choosing the right advertising medium, the question of effectiveness is usually in the foreground. Depending on the product, the market or the target group, it is important to choose the right advertising medium. For example, the route through the mass media is more suitable for consumer goods in order to achieve the greatest possible range via print media, radio, TV or cinema. With clearly defined target groups, such as B2B marketing, more special measures such as mailings, newsletters or banner ads are available. In addition, one of the most important and most effective distribution channels in local specialist and retail is the point of sale. There, advertising material can be passed on to customers directly and spontaneously. Products can be presented directly and promotions and freebies can be distributed to convince customers spontaneously.

Current trends in advertising materials and gifts

Lifestyle products

A current trend is the increased focus on vegan, ecological and sustainably produced products. These adapt to the increasingly environmentally friendly lifestyle of the current time. Food, textiles and other products can be used here.

Personalized textiles

The use of personalized textiles remains one of the trend advertising media. Here, advertising messages can be printed strikingly on textiles. The message is thus multiplied and carried out by placing it on clothing, bags or other textile items.

Natural products and wood

Due to the advancing digitalization, natural and wood products in particular are once again very popular. They promise customers a feeling of deceleration and thus offer the opportunity to escape the hectic, digital world for a short time.

Wireless technology

In contrast, technology is still very popular. Especially new products such as wireless devices can score with customers. These are, for example, Bluetooth headphones and speakers, but also larger gifts such as wireless charging stations for the smartphone.