The Key Ingredient to Integrated Marketing - Promotional Products ...

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In particular, the questions measured the following:• advertisement credibility• attitudes toward product, advertisement orpromotional product• product purchase intention• referral value• impressions of the advertisement• perceptions about the productKey Findings: Chart 1Advertising Effectiveness Of The Three Mediums80%64%60%East of Chicago Pizza graciously provided the advertisementsfor the study for a new pizza product. The company had previouslyrun both the television and print ads. The promotionalproduct created for the experiment was a 6 1/2” x 3 3/4”refrigerator magnet reproducing the front page of the printad along with a calendar for the coming year. The sampleconsisted of 310 college students of whom 57% were femaleand 43% male in the 18-34 age group. Seven differentgroups of students were recruited for the study and eachgroup was exposed to a different condition. These were:40%20%51%41%33%27%20%18%16%54%33%25%27% 26%17% 16%MediumAdditionally, the research instrument also involved questionsabout media use, including an item requesting respondents torank their preferred information sources.Number % of SampleGroup 1 (control) TV Only 46 14.8%Group 2 (control) Print Only 51 16.5%Group 3 (control) TV-Print 35 11.3%Group 4 (experimental) Promotional 42 13.5%ProductGroup 5 (experimental) TV-Promotional 44 14.2%ProductGroup 6 (experimental) Print-Promotional 50 16.1%ProductGroup 7 (experimental) TV-Print-Promotional 42 13.5%Product0%Positive PositiveAttitudes Toward AttitudesAdvertisement Toward Product• While the print ad came in first overall, the promotionalproduct outperformed television across the board.• Respondents preferred advertising through a promotionalproduct to the television ad in terms of their positiveattitudes toward the ad (41% to 18%), positive attitudetoward the product (20% to 16%), message credibility(54% to 33%), purchase intent (25% to 17%) andreferral value (26% to 16%).• Adding a promotional product to the media mix generatedfavorable attitudes toward the ad in all cases(up to 44%) (See Chart 2).CredibilityOf MessagePurchaseIntentReferralValueTV Only Print Only Promo Only
80%Chart 2Advertising Effectiveness Of Promotional ProductsIn Comparison With TV And PrintChart 3Respondents’ Evaluation Of Advertising Messages(Exposure to TV and Print together vs. TV and Print withPromotional Product vs. Promotional Product alone)70%0% 20%40% 60% 80% 100%40%60%60% 59%57%Pleasant23%50%52%40%44%43%46%Likeable36%34%48%20%29%36%34%25%36%31%34%34%CreatesGood ImpressionOf Brand31%59%84%IncreasesInterest InBrand49%65%69%0%PositiveAttitudes TowardAdvertisementPositiveAttitudes TowardProductCredibilityOf MessageReferralValueTV & Print TV & Promo Print & Promo TV, Print and PromoConveysPositive ImageOf Brand37%43%59%* No statistically significant differences were found for purchaseintent and hence is not presented in chart aboveTV, Print & Promo Promo Only TV & Print• Integrating a promotional product with the televisioncommercial outpaced the two other media alone inmessage credibility and referral value.• Integrating a promotional product with television and printincreased referral value as well as credibility ofthe message.SynergyPromotional products when used in synergy with othermediums led participants to develop a more positive outlooktoward the ad and the brand.• In this study, groups who were exposed to promotionalproducts tended to rate the message more positivelythan those groups not exposed to a promotional product(See Chart 3).• In some instances, the use of a promotional product asthe ad medium alone achieved maximum impact, upto 69% in increasing brand interest and 84% increating a good impression of the brand.Brand Evaluation and Product• In most conditions, the receipt of a promotional productas an ad medium is more effective in developing positiveattitudes toward the product or brand than exposureto a TV commercial in conjunction with a printadvertisement (See Chart 4).• In all cases integrating the promotional product with a TVcommercial and print advertisement proved more effectivethan the use of promotional products alone, or TVcommercials and print advertisements in combination.
Page 4: Chart 4Respondents’ Evaluation Of

The Key Ingredient to Integrated Marketing - Promotional Products ...

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