The effectiveness of promotional products - 4imprint Promotional ...

sort of positive action. The PPAI study found encouraging news on all fronts. First,
the study noted that consumers most often kept promotional items that they
deemed useful in the kitchen or the office. The items they found most useful and
preferred from promoters included:
• food baskets
• MP3 players
• clocks and watches
• digital picture frames
• luggage
The second part of the PPAI study, entitled “Promotional
Products and Other Media” offered valuable comparison
between promotional products and mainstream media,
evaluating the efficacy of each. Researchers found that
promotional products, online advertising and print
campaigns have one significant drawback when compared
to television advertising: reach. However of the forms of advertising facing this
shortcoming, promotional products were found to be the only media that showed
significant strength in both recall and reaction of the consumers surveyed.
Specifically, with promotional products, while more than 80% could recall the
organization advertised, 75% also remembered the product or service being
promoted. And a full two-thirds could recall the specific product, the advertiser
and the message being promoted. 4
The study also measured the actions consumers were motivated to take after
receiving a promotional product or viewing an ad. The findings: consumers were
more likely to make a purchase after receiving a promotional product than after
being exposed to other types of advertising. 5
Each form of advertising also had a different effect on the consumer’s perception
or opinion. More than half of the people who had received promotional products
had a positive impression of the organization. That compares to 33.2% who saw
the ad in print, 27.7% who saw a television commercial, and 11.9% who saw the
advertising online.
One of the concerns advertisers have related to promotional products is that
consumers who receive them may not keep them long enough for them to be
effective. As a business owner, government employee or non-profit team member,
you want to ensure the promotional merchandise you buy have staying power.
4 “The Effectiveness of Promotional Products as an Advertising Medium.” PPAI Research (2009): n. pag. Print.
5 Promotional Products Association International. PPAI Study Confirms Effectiveness of Promotional Products
When Compared to Traditional Media. PPAI. N.p., 23 Feb. 2010. Web. 15 June 2012.
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