A Study Of Calendar Usage In The Workplace 2011 - Promotional ...

the advertiser, and higher referral rates than Group One with regard to the first calendar they
received. Recall of product/service was marginally lower than in Group One. They also had a more
favorable impression of the advertiser on Calendar One than the group who had received only one
calendar. These results were surprising, as the assumption could be made that the greater the
number of calendars in the workspace, the greater the impediment to recall rates, referral rates and
possible future business plans.
So the multiplicity of advertising calendars does not necessarily affect the impact of the advertising
of the first calendar they received. This is good news for all advertising calendar groups – suppliers,
distributors and advertisers. The rates of recall and impact of the second and third calendars are
slightly lower than the first calendar but still brings in impressive rates of recall, repeat business and
referrals.
• Between 69 percent and 83 percent of recipients in all three groups plan to do business with the
advertisers in the future. This is powerful.
• In looking at responses of those who had received four or five advertising calendars, those
respondents also reported high rates of plans of repeat business and referral. The cell sizes of
respondents were fewer and therefore not statistically relevant so it is not reported here.
• All of the above points to the power of calendars as an effective promotional product but also
speak to the effectiveness of this as an advertising medium. Specifically to:
a. Aid recall in advertising
b. Elicit referrals
c. Create a greater propensity for repeat business
d. Shows proof of loyalty
e. Conveyance of a message
f. Creating/extending brand recognition
g. Are a powerful tool in soliciting repeat business
© 2011 Promotional Products Association International. All material in this report is proprietary and may not be reproduced in any form without the written permission of PPAI.
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