What is marketing collateral primarily used for?

Marketing collateral is primarily used to support sales and marketing efforts, serving as a vital tool in communicating a company’s messaging, products, or services to its target audience. This type of collateral includes brochures, flyers, catalogs, presentations, and other materials designed to provide information that aids in the sales process.

By effectively showcasing the features, benefits, and competitive advantages of a product or service, marketing collateral helps to persuade potential customers and facilitate informed purchasing decisions. It acts as a bridge between the company and its audience, ensuring that vital information is accessible at various stages of the customer journey.

While the other choices touch on different aspects of marketing, they do not directly address the primary function of marketing collateral. For instance, generating media coverage relates to public relations strategies, and reducing advertising costs pertains to budget management, neither of which encompass the supportive and informative role of marketing collateral in driving sales and marketing efforts. Similarly, focusing on brand development involves establishing a brand's identity and presence within the market, which is broader than the specific purpose of collateral materials.