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Study: Promotional products perform strongly as ad medium

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Trevose, Pa.—Advertising specialties, items branded with a corporate logo or message that are used as incentives, gifts or part of an advertising campaign, perform more strongly than TV and radio advertising as a cost-effective advertising medium, according to a new study by the Advertising Specialty Institute.

According to the study, 84% of people remember the advertiser on a product they receive, 42% have a more favorable impression of the advertiser, and 24% indicate they are more likely to do business with the advertiser as a result of the items they receive.

In addition, ASI reports an average cost-per-impression of an advertising specialty item at $0.004. This is a lower CPI than Nielsen Media-reported figures for ads in newspapers, prime time and cable TV, or radio, ASI said.

The study was conducted via interviews of business travelers who had received a promotional product in the previous year, augmented by an online survey. The total sample was more than 600 respondents.

—Christopher Hosford

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