Specialty advertising basically consists of giveaways - the pencils, pens, buttons, calendars, and refrigerator magnets you see everyday - are called specialty advertising in the trade. Chances are, you have some specialty advertising items right at your desk. Businesses imprint their name on items and give them away (or sometimes sell them at very low cost) in order that:

• You notice their name enough times on the item to build top of the mind awareness, so when you need a restaurant, for instance, you think of their name first.
• You appreciate the goodwill of the company giving you the item and eventually return the favor by giving them some business.