Effectiveness Study Compares Promotional Products to Traditional Media

In a survey designed by Promotional Product Association International, Market Tools, Inc. recently polled consumers of television, print, online, and promotional products advertising. All who were surveyed had received a promotional product within the previous 24 months.

The study found that:
94 percent could recall a promotional product they had received in the past two years.
89 percent could also recall the advertiser.
83 percent reported that they liked receiving promotional products.
48 percent would like to receive promotional products more often.
69 percent generally keep the promotional product.

The consumers who were surveyed listed the following five items that would motivate them to take a particular action and/or lead them to have a more favorable reaction to the advertiser:

Food baskets
MP3 players
Clocks/watches
Digital picture frames
Luggage/bags

Nearly half of those surveyed reported receiving more than three promotional products within the past 12 months, while 56% reported seeing 11 or more television commercials, 50% reported seeing three or more print advertisements and 53% reported seeing one online advertisement all within a two-week timeframe. These numbers support the conclusion that the return on investment is greater with a logo-decorated gift than any mass media advertising.