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www.psi-network.de PSI Journal 7/2016 UNBEATABLE: HAPTIC PROMOTIONAL MESSENGER The underlying reasons for the newly blossomed love of print calendars correspond with findings of neuroscience. What we can grasp with our own hands raises our attention and is assessed as real and trustworthy. Haptic calendars make the fleeting dimension of time not only tangible and manageable, they also give us a feeling of security in our hands. They neither fail to function due to dead batteries nor do they lose data. Against this background, calendars are recommendable as ideal ambassadors for advertising and promoting sales. They are continually in view and at the ready as useful everyday companions. As summed up by a recent study by GWW (Gesamtverband der Werbeartikelwirtschaft e.V.), haptic ambassadors achieve recall rates of 78 per cent. Thus they surpass the values of comparative media by a long way. Even the second placed radio achieves a recall rate of only 32 per cent for the sender. THE POWER OF COLOURS Among the latest innovations are promotional calendars that open up new scope for colour design. As Thomas Bühner emphasizes: „Colours enhance promotional impact because they are closely linked with a s distinctive impression.“ The 4-month calendar „Rainbow“ gleams in dark red and orange, green, light and dark blue. Both the image/promotional motif and the calendar can be adapted to the corporate design of the customer. The poster calendar DATA sorts 14 months at a glance with 14 rainbow colours. Thus the perfect criteria for an individual appearance – right up to absolute freedom of design: Thanks to innovative technology, diaries can also convince with a four-colour printed graphic cover. SUSTAINABILITY IS INCLUDED A commitment to sustainability provides for the green note. Most of the Bühner calendars are already printed on FSC-certified paper. The use of sustainable products and corporate management was also a decisive reason for Bühner Werbemittel to join AG Zukunft. The members of this corporate initiative – eight medium-sized brands – also share the conviction that target-group oriented calendars and highquality print promotional materials continue to be of great benefit for both the recipient and the sender. The current development proves them right. < 14 months conveniently at a glance thanks to colour differentiation: As a brand ambassador, the poster calendar DATA communicates inter alia future orientation and organisa- motionally effective ainbow“ is inspired ow. AG ZUKUNFT Members of AG Zukunft are committed to environmentally safe and sustainable products, and to value creation and preservation of quality jobs in Germany and Central Europe. Values that connect, are lived and communicated. Under the umbrella of AG Zukunft, seven German manufacturers and one Italian manufacturer of calendars and other high-quality print promotional materials are committed to products which they are convinced of: sustainable, measurably effective promotional materials with high benefits for recipients and senders. With its new, networked online portal, AG Zukunft provides information about new products, scientific studies, psychological backgrounds, sustainable developments and the latest trends. www.ag-zukunft.com www.buehner-kalender.de 67

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