The modern promotional landscape is multi platformed that is, it aims to create brand awareness or a presence across a number of locations. These locations may be digital; they may be in the print media; or they may be in real world interactions between brand and target audience member. This last facet of the modern promotion is becoming even more fluid thanks to the uptake of QR usage recently.
The QR, or Quick Response code, is that square of black and white smaller squares you see on the side of drinks cans. By scanning it with a QR reader (now finally taking off thanks to the huge ownership of tablets and smart phones) the consumer is directed to a web page: making his or her interaction with the brand something more tangible than it used to be.
The place for promotional merchandise in this equation is defined entirely by the whole thrust of the campaign for which a brand will normally specify an advertising agencys help. It is the role of the agency to create a whole campaign and direct the avenues down which it must flow in order to get results.
Using QR codes on promotional merchandise is one way in which modern promotions can connect the brands existence in the real world to the augmented reality of the smart phone or the tablet. Any promotionalobject that can be scanned to take the owner to a web page designed to further his or her relationship with the brand, is an object that has the ability to promote instant contact with a companys advertising message.
Traditionally, promotional merchandise may be used either to promote specific emotional attachments to a brand or even to prove those emotional attachments. Whether an item of merchandise performs one role or the other is broadly determined by whetherthe recipient pays for it or not.
For example where a famous marque or brand has an anniversary, and wishes to mark that anniversary by releasing a range of promotional merchandise its fans can buy, it is both conducting an instant poll of its popular standing and making money. While a brand looking to gather new converts to the fold of fandom may use free promotional merchandise to attract people whose basic demographic charts match those of the idealised target audience member knocked up in consultation.
Promotional merchandise is sometimes used to link one company with another or one brand with another allowing an apparently unrelated business to gain new fans, or a broader audience, by putting money into a relationship with something else. Film sponsorship is a clear example of this. Summer blockbusters, particularly those aimed at children, are often taken up by fast food companies the fast food company pays sponsorship and is licensed toprovide official promotional merchandise for the film with its special edition meals (for example).
There is nothing inherent in the idea of fast food that has anything to do with childrens films. But by using the merchandise to link the two, both brands may experience an uptick of interest and custom.
The QR, or Quick Response code, is that square of black and white smaller squares you see on the side of drinks cans. By scanning it with a QR reader (now finally taking off thanks to the huge ownership of tablets and smart phones) the consumer is directed to a web page: making his or her interaction with the brand something more tangible than it used to be.
The place for promotional merchandise in this equation is defined entirely by the whole thrust of the campaign for which a brand will normally specify an advertising agencys help. It is the role of the agency to create a whole campaign and direct the avenues down which it must flow in order to get results.
Using QR codes on promotional merchandise is one way in which modern promotions can connect the brands existence in the real world to the augmented reality of the smart phone or the tablet. Any promotionalobject that can be scanned to take the owner to a web page designed to further his or her relationship with the brand, is an object that has the ability to promote instant contact with a companys advertising message.
Traditionally, promotional merchandise may be used either to promote specific emotional attachments to a brand or even to prove those emotional attachments. Whether an item of merchandise performs one role or the other is broadly determined by whetherthe recipient pays for it or not.
For example where a famous marque or brand has an anniversary, and wishes to mark that anniversary by releasing a range of promotional merchandise its fans can buy, it is both conducting an instant poll of its popular standing and making money. While a brand looking to gather new converts to the fold of fandom may use free promotional merchandise to attract people whose basic demographic charts match those of the idealised target audience member knocked up in consultation.
Promotional merchandise is sometimes used to link one company with another or one brand with another allowing an apparently unrelated business to gain new fans, or a broader audience, by putting money into a relationship with something else. Film sponsorship is a clear example of this. Summer blockbusters, particularly those aimed at children, are often taken up by fast food companies the fast food company pays sponsorship and is licensed toprovide official promotional merchandise for the film with its special edition meals (for example).
There is nothing inherent in the idea of fast food that has anything to do with childrens films. But by using the merchandise to link the two, both brands may experience an uptick of interest and custom.
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