During sampling, media representatives such as journalists, radio presenters or DJs are provided with the product to be advertised. This can be done, for example, by sending out press releases, CDs or digital downloads. The aim is to ensure that the product is present in the mass media (TV, radio, newspapers, etc.) and receives as much attention as possible.

The aim is to reach a large number of people with a Bemusterung and thus contribute to a product becoming better known and selling better.