In today’s world promotional items can be anywhere around you. Now a days the companies either sell or give these promotional items for free to the people to increase their popularity. Promotional products serve as a tool for non-commercial organizations, such as schools and charities are often used as a part of fund raising and awareness-raising campaigns. A prominent example was the live strong wristband, which was used to promote cancer awareness and to raise funds to support cancer survivorship programs and research. Most promotional items are relatively small and inexpensive, but can range to higher-end items; for example celebrities at film festival and award shows, are often given expensive promotional products such as expensive perfumes, leather goods, and electronics item. Promotional items can be given to people as a gift, to either welcome or for appreciation and celebration. Promotional merchandise is now used globally to promote brands, products and the corporate identity. They are given as giveaways on events such as exhibitions or on the product launch. The corporate identity hires people to make these kind of the promotional products for them and then they can give or distribute those promotional merchandise in the market in order to gain the attention of larger section of the society. They can even distribute the work on developing these items among many people and then they think which item to launch, in what color, size, design etc and then once the product is decided, it is made and then they hire people to print the company or the firm’s logo or the slogan to be printed on them.

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This is the age of digital printing and in more ways than one, it has changed the face of print advertising. More than ever before, businesses can now opt for personalized digital printing to maximize the effectiveness of their marketing and promotion campaigns. This basically refers to reproduction of any digital image on photo paper or any other printing surface. The popularity of digital-printing is because it enhances customization for print advertising. Digital printing is also known as VDP or variable data printing as it enables you to change the data or text, graphics etc during the process of printing. Till a few years back, offset lithography was considered as the most viable option for high value commercial printing. Businesses had to opt for offset lithography for all their printing needs whether it was for printing decals, stickers, labels or promotional posters. But the biggest disadvantage of offset printing is the cost and the time taken. In order to print using a offset machine, a print image has to be created on a plate, which is then transferred to a rubber blanket and is finally printed on the printing surface. This is a time-consuming affair and if you change the content or text or graphics then the plate has to be changed again, which added to the extra cost. This is exactly the reason why digital printing has become so popular. Some of the advantages of personalized printing include less wastage, shorter turnaround time, accurate counts, and lower per unit costs. The most important aspect of digital printing is that it allows customization and this is due to the fact that it uses electronic patterns vis-à-vis physical templates. As a result, you can change the design instantly and this doesn’t involve any additional cost. It also enables cost-effective short-print runs.

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