A method for applying variable promotional advertising to bags and other
packaging and display materials utilized by the retailer. Through the use
of digital/ink-jet print technology, retailers, such as pharmacies and
fast food restaurants apply store-specific, localized advertising and
promotional material to bags, trayliners and other materials. In a first
embodiment, retailers define all graphics, images and textual
information, to be applied which is then assembled into a digital print
file and applied to create the desired promotional materials. In a second
embodiment, graphics and images are applied first to a substrate through
a conventional print process, and textual information is subsequently
applied through a single color, ink jet printer. Packaging is produced in
smaller quantities and can be varied to focus on local promotions,
advisory information or directly targeted to specific demographic groups.
