The most important aim of such advertising materials - newspaper advertisements, posters, leaflets - is to draw one's attention to the advertised element, e.g. a product, a firm. The poster, or an advert in a newspaper, cannot remain indifferent for potential customers. Also an advertising leaflet cannot be just thrown away without any attention at all.

Newspaper advertising, posters or leaflets should encourage more than inform. Their graphic form must be interesting enough to keep the eye of a potential customer and arouse his or her interest. The firm's offer, in newspaper advertising, in a poster, or in a leaflet, must be delivered in the form of essence - its task is to make a customer want to find out more.