Promotional Advertising
Cost Effectiveness of Advertising Specialties -
Among key findings, results indicate that:
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* 84% of people remember the advertiser on a product they receive.
* 42% have a more favorable impression of an advertiser after receiving an advertising specialty.
* Nearly one quarter, or 24%, indicate that they are more likely to do business with an advertiser on items they receive.
* Most respondents (62%) have done business with the advertiser on a product after receiving it.
* Writing instruments are the most commonly-owned advertising specialty, with 54% of respondents owning them, followed by shirts, caps and bags.
* The majority (81%) of promotional products were kept because they were considered useful.
* More than three-quarters of respondents have had their items for about seven months.
* Among wearables, bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month.
* Bags deliver the most impressions, with 1,038 impressions per month on average.
* The average cost-per-impression of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media. (According to Nielsen Media data, the CPI for a national magazine ad is $0.033; a newspaper ad is $0.0129; a prime time TV ad is $0.019; a cable TV ad is $0.007; a syndicated TV ad is $0.006; and a spot radio ad is $0.005)
The industry comprises a 13% share of the advertising marketplace, with $19.6 billion in sales for 2007.
