In general, any means of corporate communication can be described as an advertising medium.
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Marketing and advertising today offer you many, very different ways of approaching customers and target groups and convincing them of your own products, services and promotions. It's not always easy there Select the right advertising medium for the upcoming campaign. In order to keep cool, it helps to find out about the various options in advance and then to make the right decision for your own situation. In order to be able to do this, however, it is important to understand what advertising media actually are.
What are advertising materials?
In general, as an advertising medium, every means of corporate communication be described. This is the form as selected Communicate advertising content (the advertising message) to customers via a selected advertising medium or medium will. This includes all possible Forms of advertising offline and online With a. In the language of advertising, on the other hand, the term advertising medium is often used exclusively for promotional items. These are usually small giveaways, promotional gifts or other items that usually bear the company's logo and are given out to customers.
Selection of advertising materials
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 be successful. This should involve the strategic direction of the campaign Think about it in order to know from the outset which goal should be pursued. Examples include simply drawing attention to the brand and the company or specifically publicizing a campaign for a specific product. In addition, the selection of promotional items is heavily based on Target customer group. Media and forms of distribution must be selected that are received by the people to be addressed. Advertising material is therefore available online mostly for a younger target group on, printed advertising material, on the other hand, is more for local, older groups of people or for more detailed information. Other factors influencing the selection include the advertising activities of competitors, the offer or product in question and how much budget can be made available for advertising. After choosing the right promotional items, it is also important to suitable media for dissemination to find. In most cases, it is recommended that you also use a Marketing mix to choose, which combines various advertising media to advertise as successfully as possible.
Types of advertising materials
In order to be able to make the selection now, it is also important to get a Overview of possible promotional items to procure. In order to differentiate between the types of advertising material, various categories can be created, which appear useful depending on the objectives. For example, this can The decisive criterion is the spread accuracy, the number of people reached or the time spent on advertising material be set. The simplest structure, however, is based on the type of medium. A distinction is made here in which areas the advertising material is published. This means that a wide variety of advertising materials can be subordinated to each area.
Since all of these industries and corporate structures thrive on being represented at many different locations, but still want to appear as a single brand, it is It is very important to conduct centrally controlled but locally adapted decentralized marketing.
The Print section includes all advertising materials that are printed or printed. This includes all print media such as newspapers and magazines, but also the printing of promotional gifts, giveaways and other products, which are usually branded with the company's logo.
Online
The antagonist to printing, there are also a variety of advertising media in the online world. Here, the Internet is used as a platform to place one's own products on the website or external sites. In addition, customers can also be addressed directly by the company through newsletters and social media posts.
social media
The appropriate target groups can also be reached on social networks. With social media posts and social media advertising, customers can be addressed at work, on the go and at home.
video
In order to make digital advertising spaces even more appealing, the use of video productions is ideal for many companies. Here, more complex articles and promotions can be explained in an advertisement and brought to customers vividly.
Which advertising media are the most effective?
When choosing the right advertising medium, there is usually the question of effectivity in the foreground. Depending on the product, the market or the target group, it is important to select the right promotional items. For example, it is suitable For consumer goods, the route is more via mass mediato use print media, radio, TV or cinema as much as possible long range to achieve. For clearly defined target groups, such as B2B marketing, are more likely to offer more specific measures such as mailings, newsletters or banner advertising on. In addition, one of the most important and effective distribution channels in local specialist and retail trade is Point-of-sale. There can Advertising material passed on directly and spontaneously to customers become. Here, products can be presented directly and promotions and promotional gifts can be distributed in order to spontaneously convince customers. Giveaways such as pens or bags with your own logo and additional information can be distributed to customers as promotional items in almost all areas.
Current trends in promotional materials and gifts
lifestyle products
A particular current trend is the increased focus on vegan, ecological and sustainably produced promotional items. These are specifically adapting to the increasingly environmentally friendly lifestyle of the current time. Food, textiles and other products can be used and branded with the company logo.
Personalized textiles
The use of personalized textiles (such as bags or clothing) remains one of the most popular advertising media. This allows advertising messages to be printed strikingly on textiles. The message is thus multiplied and carried out by placing it on clothing, bags or other textile articles.
natural products and wood
As a result of ever-increasing digitalization, natural and wood products in particular are back in demand. They promise customers a sense of deceleration and thus offer the opportunity to escape the hectic, digital world for a short period of time. In doing so, you offer companies an advertising medium with a special charm.
Wireless technology
In contrast, technology is still very popular. In particular, new promotional items such as wireless devices can score points with customers. These include Bluetooth headphones and loudspeakers, but also larger gifts such as wireless charging stations for smartphones, but also USW sticks and other technical aids are often used.
