Advertising Specialties Impressions Study
A cost analysis of promotional products versus other advertising media
Released at the ASI Power Summit on November 10, 2008
Summary of Conclusions:
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Instant recall: More than 8 out of 10 (84%) respondents remembered the advertisers of the promotional products they’re received.
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Very impressionable: 42% of respondents had a MORE favorable impression of an advertiser after receiving the item. And nearly a quarter (24%) said they are MORE likely to do business with the advertiser on the items they receive.
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It’s all business: Most respondents (62%) have done business with the advertiser on a promotional product after receiving the item.
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Pens are in: Writing instruments are the most-recalled advertising specialty items (54% of respondents recall owning them), followed by shirts, caps and bags.
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User-friendly: The majority (81%) of promotional products were kept because they were considered useful.
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Staying power: More than three-quarters of respondents have had their items for more than 6 months.
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Bag it!: Among wearables, bags were reported to be used most frequently with respondents indicating that they used their bags an average of 9 times per month. They also deliver the most impressions: Each bag averages 1,038 impressions per month.
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Most impressive: The average CPI of an advertising specialty item is $0.004; as a result, marketers get a more favorable return on investment from advertising specialties than nearly any other popular advertising media.
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When the Going Gets Tough, the Tough Don't Skimp on Their Ad Budgets
Published : November 26, 2008 in Knowledge@Wharton
With corporate managers under enormous pressure to control costs and maintain liquidity in the current credit crisis, advertising budgets often
appear to be a dispensable luxury in the struggle to survive. Executives who
succumb to that temptation, however, put the long-term future of their
companies at risk, according to Wharton faculty and advertising experts. More>>
