In some cases, horrific amounts of money are spent on marketing every year. This part of the advertising budget is divided among the individual advertising media. Classical advertising such as print advertisements and TV spots are still the top-selling elements of the marketing mix. However, the downright inflationary development of daily advertising messages inevitably leads to a loss of impact. The advertising breaks in movies, for example, are now perceived as real breaks and used accordingly for channel-hopping. Quotation from Johann Lindenberg, former head of Unilever: “These days, 70 percent of TV spots sink without trace.” The promotional product is still underrated as a marketing instrument. It can contribute positively to the marketing mix in various ways, thus influencing the customer’s perception. Hans-Joachim Evers, first chairman of the Gesamtverband der Werbeartikel-Wirtschaft (GWW, German promotional product business association), agrees with this: “As a multisensory advertising medium, the promotional product can make valuable contributions to the marketing mix.”

As the term “promotional product” indicates, these products are used to promote or advertise something. Promotional products are the advertising media mostly used before the conclusion of a deal.
An advertising gift is also a type of promotional product. Advertising gifts are usually given as rewards or expressions of gratitude after the conclusion of a deal, i.e. they are intended for existing customers or personnel. Inevitably, promotional products are the advertising medium with the lowest coverage waste; even so, promotional product campaigns could in many cases be organised more effectively. The following article will show you how to minimise or even prevent coverage waste in your promotional product campaigns. Moreover, it will show you how to increase the impact of your advertising, enabling you to use your promotional products more selectively and successfully.