Promotional Items Promotional Products Revealed to Be Most Affordable, Effective Way to Advertise
Promotional Products Revealed to Be Most Affordable, Effective Way to Advertise
Written by Sarah Shepherd Wednesday, February 18 2009 11:50
A 2008 survey, done by the Advertising Specialties Institute (ASI), the largest media and marketing organization serving the promotional product industry revealed that advertising specialties, also known as promotional products, beat out all forms of TV, radio and print advertising as the most cost effective advertising medium available. Results of the study also indicated that promotional products are as effective as they are affordable and revealed which promotional items deliver the most impressions. The study surveyed travelers in New York, Chicago, Los Angeles, and Philadelphia. Additionally, a web based survey was used to augment segments of in-person interviews, resulting in a total sample of over 600 respondents.
Affordablity
It's no secret that promotional products are an affordable form of advertising, but just how affordable are they? To answer this question, ASI measured the average cost per impression (CPI) of the six most common forms of advertising and compared it against the CPI of promotional products. The chart below details the average CPI of all other advertising mediums.
| Advertising Medium | Cost Per Impression |
| Promotional Products | $0.004 |
| Radio (Spot) | $0.005 |
| Television (Syndicated) | $0.006 |
| Television(Cable) | $0.007 |
| Newspaper | $0.0129 |
| Television (Prime Time) | $0.019 |
| Magazine(National) | $0.033 |
Effectiveness
In addition to being the most affordable method of advertising, the study also revealed results of the effectiveness of promotional products. Among key findings, the results indicate that:
Popular and Useful Promotional Products
Respondents indicated that the most common promotional item received were promotional writing instruments, followed closely by shirts, caps, and bags. In addition to promotional apparel, promotional bags were reported to be used most frequently (on average nine times per month) and were shown to deliver the greatest CPI of any other promotional products (1,038 impressions per month.)
As companies around the globe tighten their belts to cope with economic struggles facing the world, this study indicates that promotional products are the affordable advertising solution for marketers facing decreased and limited advertising budgets. Promotional products are as effective as they are affordable, so the only question that truly remains is:
What are you waiting for?
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