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Marketing... Advertising Specialties Among the many decisions made in the process of operating a business, are the decisions of advertising. Newspapers, magazines, TV and radio are the mass advertising media that first comes to mind when considering advertising. Customized products, called advertising specialties, complement other promotional methods by keeping the advertiser's name in front of the customer Look around your office, and even your home, chances are there are a large number of pens, pencils, magnets, mouse pads, calendars, etc. that have someone else's name on them. Each of those products is an advertising specialty that has been customized to provide a message to the receiver of the product. Unlike mass media advertising that maybe delivered to thousands, or even millions at one time, advertising specialties are used under conditions where there is smaller and specific audience. Delivery of the customized product is more personal because in most circumstances it is delivered, or handed directly to the individual. Products used in this type of advertising often have a useful life of one year, or more. It is this advantage that makes the promotional products so effective. Instead of having an ad that will be read, or heard once, the advertising specialty is there on your desk for months, or years, to come, and this can be powerful. Specialty Advertising should complement other media and methods. Print ads can read, "when you respond to this ad, you will receive a free gift!" During a conference, meeting, or exhibition customized products are handed out along with the companies literature. Products can also be "theme-fitted." If there is a specific theme at the meeting, where your targeted market is located, products can be customized to meet the theme and complement the overall experience. Advertising specialties are given as gifts and they provide usefulness and enjoyment. These customized products also deliver a message of how a company can benefit the receiver. More than 10,000 types of common products can be used as gifts when imprinted with the company message.
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