Promotional materials
When selecting the most appropriate medium for a particular purpose, reach and frequency are the key considerations by advertisers i.e.: the number of people I can access through my brand and the number of times I can touch them with my message per day. The results of the studies* are quite clear: promotional items significantly outperform all other forms of advertising due to the recall scores.
*Source: GWW studies on the effectiveness of promotional items (“Werbewirkung von Werbeartikeln”), 2005 and 2011.