But first business owners must understand what it is and what it can and cannot do for their companies. Why Specialty Advertising Works Advertising specialties are defined as useful articles of merchandise that are imprinted with an advertisement and are given to customers and potential customers without any strings attached. Unlike premiums, they are not earned or awarded in exchange for a purchase. Sometimes the ad on these specialties is no more than the name or logo of the sponsor. These are just a few of the estimated 15,000 different types of merchandising items that are used in the medium called specialty advertising.
All advertising media offer users specific advantages-and all media have their limitations.
You must be familiar with the strengths and weaknesses of the various media in order to make the right choices for your business. Let's look at some of the advantages offered by specialty advertising. Unlike newspapers and television, which are mass media, specialty advertising is one of the targeted media. Newspapers and television are fine when you want to deliver your message to the most people you can possibly reach. But in this mass audience are many people who are not interested in what you have to sell.