Promo Goodies Grab Attention Better than TV, Print, Radio (Updated)

Promotional products that are imprinted with corporate logos or messages, are more cost effective per ad impression than magazine, TV and radio ads, according to a research study conducted by the Advertising Specialty Institute (ASI), a trade organization for the advertising specialty and promotional products industry.

The study (pdf), completed by a team of interviewers who surveyed travelers in New York, Chicago, Los Angeles and Philadelphia, revealed that the average cost of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media, writes Marketing Charts. These findings are based on comparative data from Nielsen Media that shows 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.

According to the study:

• 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.
• 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)

Promo products was a $19.6 billion industry in 2007, the ASI says.

“During a time when we’re facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties now more than ever,” Timothy M. Andrews, pres and CEO of the ASI, says.  “Advertising specialties provide measurable results for a very reasonable investment.”