Marketing collateral is considered the collection of media used to support the sales of a product or service. Historically, the term “collateral” referred to brochures or sell sheets developed as sales support tools. These aids are intended to make the sales effort easier and more effective. The brand of the company usually presents itself by way of its collateral to enhance its brand through a consistent message, andmust use a balance of information, promotional content and entertainment. Marketing collateral differs from advertising; it is used later in the sales cycle, usually when a prospective purchaser has been identified and sales staff are making contact with them.
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