Just like any other industry, the world of promotional products has its own technical terms. Here you will find all the information from the different materials to all the important printing methods. Discover all the important terms on the subject of promotional products in alphabetical order.
Advertising material describes all instruments to convey a message that are used in the advertising industry. The advertising material communicated the message of the company to the addressee. It has specific intentions and uses advertising media. The goal is increased customer acquisition or loyalty, in order to increase revenues or awareness for the brand or new products. They are means that have solely been created for the purpose of advertising. As compared to the advertising media, they are not forms of expression of the advertisement that have an advertising effect. The most frequently used advertising material includes: displays and enclosures in print media, commercials in radio as well as presentations and alike.
Advertising medium describes media that are used to convey promotional messages to the target group. Therefore, they are the means that contain and transport the promotional message. They often come in the form of promotional gifts, giveaways, strewing articles and free enclosures. Other popular advertising media include magazines, newspapers, electronic media like TV and radio, as well as outdoor advertising. While advertising material is the objectified form of promotional messages, advertising media convey the message to the recipient themselves. Therefore, there is always an interplay between advertising material and advertising media. The goal of advertising media is to successfully convey the promotional messages to the target audience.
Brand products are products that have a trademark that refers to the producer or a brand. The allbranded shop also features numerous brand products, as they have several advantages: A high recognition level, unique identifiability and steadily high quality.
The term “branding” contains nearly all activities that aim to build a brand. The process of branding aims to emphasize the own offer in comparison to similar offers of the competition. It supports the overall perception according to the company strategy.
Business-to-Business is a professional relationship between at least two companies. Business-to-Business is often abbreviated as B2B or B-to-B. allbranded is also a typical B2B portal for advertising items, giveaways etc., as it only sells to companies, institutions and clubs.
Business-to-Consumer is the opposite to Business-to-Business. The focus here is not the business relationship between companies, but the communication and trade relationship between companies and other groups, like consumers (customers, private people), employees or public administration. Business-to-Consumer is often abbreviated as B2C or B-to-C. Advertising products are a special instrument in the relationship between company and consumers or employees. They can be a fundamental sign of appreciation and contribute to building and strengthening of this relationship.
The color scale is the foundation for the color standardization. Test prints are made in a laboratory, taking into consideration similar conditions like the same stock and layer thickness. They comprise a composition of the four printing colors for the 4-color print. They are offered as color fans, enabling the customer to inspect the real color. The color scale aims to eliminate irritations caused by the computer screen.
Company gifts are usually promotional products, an advertising material or a promotional gift that a company gives to customers or suppliers for special occasions. For instance, customers receive small gifts from the company for Easter or Christmas. Gift baskets or Easter chocolate as well as Advent calendars are especially well suited. Distributing company gifts with the firm logo or slogan on events and fairs is also common practice.
Strewing articles are rather small and cheap promotional items that can be distributed to a large audience. This kind of promotion is mainly used on fairs and event, or on any other occasion where a many potential customers are expected. It aims to increase the interest and awareness for the company. Practical and original strewing articles like sweets, the brand or a product can be emotionally charged and anchored in the mind of the targeted audience.
The company image is a specific, clear-cut image that a person or the whole public has of a company. Therefore, it is the external picture of the company, which can be influences, but not dictated. Negative headlines or inappropriate advertising strategies create a negative reputation of the company, what reduces the success, popularity and revenues. Therefore, a positive firm image is especially important in order for customers and business partners to stay and to facilitate customer acquisition. The selection of promotional products can also influence the firm image. Therefore, it is recommendable to use high quality or ecological items.
Anti-cyclical advertising are advertising campaigns that are executed in times of decreasing revenues when the company is struggling to survive. The goal is to gain new customers, retain old ones and generate attention for the company. Especially promotional items are recommendable during such times. However, anti-cyclical does not only mean doing advertising during bad times, but also times with low competitive pressure. The same goes for a reduction of advertising expenses during times when competitive pressure is high. The application of anti-cyclical advertising results in the lowest scatter losses, and it achieves exactly what is counteracting a decreases in sales: Increase sympathy, a stronger image, customer loyalty and a higher recognition value.
Digital print means that the print image is directly transferred from the computer to the printer. Similar to a laser printer, this is an electrographic printing system. The advantage of this system is the cheap and fast production of large quantities. This technique is usually applied for printing catalogues.
Eco-Friendly Promotional Products
Ecological advertising material, as the name suggest, are advertising means that consists of purely organic materials. The main characteristics of these advertising media is the ecological way of production, aiming to conserve nature. Companies use such products to act sustainably and convey a message of being ecological in their advertising. Examples of such promotional products are cotton bags, nature package recycled pens and glasses as well as organic jelly bears.
Embossing or imprint is a manufacturing technique where engraved and heated rollers use pressing power to emboss a certain structure (e.g. logo, slogan, motives etc.) on different printing stocks. Materials are often precious metals like gold, silver and bronze. They contain special persons, places or objects that are irreversible. Popular examples are Olympic medals, money coins and door signs.
Embroidery is a printing technique where embroidery threads are used to shape letterings or motives onto a printing stock, either by hand or with a machine. The most common application is for textiles, but other objects like car seats and terry products are also popularly used for embroidery. There are many different embroidery techniques, e.g. cross-stitching, goldwork and the kilim.
Engraving means that letter and decorations are cut into different metals like silver, steel, copper and glass as well as other solid materials. Advertisers often use engravings to give promotional items a personal touch. With an individualized gift, companies evoke loyalty in their customers and business partners and create a personal connection. Moreover, they show appreciation and increase the chance for word of mouth promotion.
Finishing technique is a generic term for different printing methods that are used to print on advertising media. These include transfer printing, screen printing or foil printing. Depending on the advertising objective and material, different printing techniques can be applied.
Flexographic printing is a high-pressure printing method and is similar to letterpress. The roll rotation printing process uses flexible printing plate made of rubber or photopolymer. The advantage of flexo printing is the simple and cheap production of the printing plates. It is especially well suited for printing packaging, labels, or other promotional products made of paper, carton, or plastic.
Flocking is a (print) method where textile fibers are applied to a fabric that is coated with a glue. The fibers are worked into the glue through an electrostatic flied, creating an even and durable surface. Especially large letterings, logos and motives are suitable for flocking.
The 4-color print is a method that uses the four standardized colors Cyan, Magenta, Yellow and Key to achieve a colored image.
Promotional items are products that companies give away for free to potential customers or interested parties. Classic promotional products include key chains, pens and lighters. In most cases, such corporate gifts are used for customer acquisition and customer retention. However, many businesses also give them to their employees as a part of their internal communication strategy, for instance to raise awareness for an upcoming product launch, fair or other special occasions.
Loyalty gifts are presents that show appreciation to customers or business partners for a long and successful cooperation. They are also recommendable for successful closings of contracts. These kinds of gifts should always be of high quality and creative in order to give the customer the feeling that he is very special and has chosen the right company. If you give gifts to your customers, they will feel the desire to return the appreciation and attention. Therefore, it increases the chance that he will decide to work with you again in the future. The effect is intensified when the loyalty gift is seen as relevant and valuable by the recipient.
Metal printing is an offset printing technique for printing on cans and other metal packaging. In order to prepare the slick aluminum surface for the paint application, it is usually treated with a special coating prior to the print. After the print, the metal is dried in a chain run oven to achieve a lasting color effect. This method is applied for printing on beer cans, for example.
Offset printing belongs to the category of indirect flat printing processes and is often used for print media like books and magazines, but also for advertising means and packaging. In this process, there is no direct contact between the printing plate and the paper. The color is first applied to a blanket cylinder and then to the paper. This results in lasting effect for the printing plate, which can be used for several stocks and always results in the same quality. Prior to the print, four printing plates are created for the CMYK colors. Later, they are filled with paint or stay clear.
Outdoor advertising is one of the oldest forms of promotion. It already existed 5000 years ago, when Egyptian salesmen used signposts. Generally, outdoor advertising refers to advertising in the public space, e.g. on squares, in streets and other places, that is accessible to a large public audience. In this way, it allows to target a large potential customer group in a specific location. In the classic sense, posters are outdoor advertising, but also permanent advertising and transport advertising.
Pad printing is an indirect intaglio printing method and is especially suited for printing on three-dimensional objects. The printing color is applied to the object with a “pad”, which is made of natural rubber. First, the steel or plastic print form is colored. Excessive paint is then stripped off with a squeegee. The pad is pressed on the print form and takes on the print motive. After that, the pad is pressed on the object, achieving a high printing quality – especially for the smallest font sizes and motives.
Point of Sale (POS)
The term Point of Sale (POS) refers to the place where the product is offered, i.e. where the customers have direct contact with the product. One example of a POS are fairs. It is recommendable to use advertising products at the POS, as they have an additional effect to promote sales.
The term print sketch refers to a hand- or computer-made sketch of the print motive. It is primarily used to ensure that the customer’s wishes are correctly fulfilled. It is always created prior to the printing order to avoid misunderstandings and high costs. The order is carried out only after the confirmation of the sketch.
Screen printing is one of the most common printing techniques in the advertising product industry. Color is pressed on the material through a fine fabric. The template is close at the areas that are not to be printed, so that no color can reach the printing surface. The advantage of screen printing lies in the variety of print colors and fabrics in various levels of refinement that can be used. This leads to a high level of color fastness and picture genuineness. Screen printing is an affordable printing technique and allows to apply color effects to many different materials and shapes.
A supplement article is a marketing instruments that is added to a product for free. This additional use is intended to motivate the customer for a purchase. Free additions are often used by fast-food chains as well as beverage companies. For instance, they use glasses as promotional products in addition to a paid main product (a specific menu, alcohol etc.) and awake the collector’s passion in their customers. The final goal is to increase revenues and leave a positive image.
Sustainability is a special success-increasing characteristic of promotional items. Sustainability means that the products have a high longevity and do not break after the first uses. High quality material and a slogan that is easily remembered are essential. In this way, your brand will stick in the mind of your consumer for a long time.
Transfer printing or sublimation printing is a printing process where mostly textiles are branded with the desired motive through a pre-printed transfer foil. The foil is applied to the textile with a thermo transfer press and combined with it through heat. The 4c digital print allows to realize multi-colored motives in photo quality and in a single step. Moreover, this process is cheap and guarantees a very high quality at the same time. The print is UV resistant and can hardly be washed out.