In the era of web marketing and of the Internet, one of the means that are still used by companies to make themselves known is visual advertising.

Some has said that advertising is the soul of the trade, and we can certainly claim that without good advertising many companies would not achieve the aims that they want to and would not be competitive in the market. Moreover nowadays advertising and marketing are being used in many different fields, and have invaded and adapted themselves to the new means and channels of communication, internet first of all. The evolution of advertising types, however, has not led to the disappearance of the "old" devices used by shops and companies to make themselves known and to present their products and services, like display racks, signs and so on.

Certainly we cannot deny that a good website, which has a good ranking in search engines, as well as telemarketing, are now necessary for a company to get more clients, but this does not mean that visual advertising has been forgotten to the advantage of more modern devices. On the one hand it is true that when we need a given product or service we use the web and search engines to find what can be useful to us, but on the other hand it is also true that people are still used to find what they need entering a shop or visiting a specialized trade show. In this sense we can certainly assert that for a shop or a company paying attention to their shop windows and cabinets, display racks and signs is as important as having a good website or carrying on an e-mail campaign. Trade shows are notably important because they give companies the chance to present their products to people that are interested in their products and services, and not in other ones, for their job or simply because they have a special interest in that, and it is during trade shows that companies can build interesting and profitable business relationships. For this reason it is important for a company to take care of their brochures, display racks, signs and all those devices that are part of visual advertising and that are considered as the first presentation for the likely clients that are visiting the fair, a presentation that is expected to persuade visitors to become buyers. For the visual advertising of a company to be effective, it is important that you take special care of the display racks and the other objects used to promote the company. First of all, you need to take care of their graphics, customizing them with writings and images that can catch visitors’ attention and that highlights the name of the company, so that it is more recognizable and identifiable. In order to make display racks catchy, and to give visitor more chances to know more about the products offered by the company, you can display samples and promotional products, but also brochures and business cards. The best thing to do is using brochures that can be easily distinguished from the ones of all the other companies, in order to catch people’s attention.

To sum up, although the means that companies can use nowadays to make themselves known have multiplied, visual advertising is still a very important feature in the field of the promotion of services and products.