Those businesses that will survive the current recession will not only retain existing customers -- they will even increase market share.
To do this, their companies will be regularly, prominently, and effectively displayed. The question then turns on how to effectively spend advertising dollars. There are difficult choices between television, radio, internet and other types of advertising. Choices include Advertising Specialties, or Promotional Items.
The Advertising Specialty Institute (ASI) just released (November 10, 2008) the results of a very serious study on the cost effectiveness of advertising. Regarding the use of Advertising Specialties, key findings include the following:
- 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 used 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 press release for the study includes: "These statistics conclude that marketers get a more favorable return on investment from advertising specialties than almost any other popular media, with a very low cost-per-impression, high recall among those who receive ad specialty items, and increased intent among recipients to make purchases from the advertiser."
Click here for the ASI Press Release.
Click here for the actual ASI Study.
Click here to learn about our Advertising Specialties.
Return to How-To Articles List . . .
