Promotional Products Enhance Advertising
Adding a promotional product into advertising campaigns can enhance results.
In a recent study, 18-to-34 year olds were exposed to advertising for pizza via three mediums: a TV spot, a print ad and a promotional product.
The study found that adding a promotional product to the media mix generated favorable attitudes toward the ad in all cases. And in some instances, the use of a promotional product as the advertising medium alone achieved maximum impact—increasing brand interest up to 69% and creating a good impression of the brand 84% of the time, according to the study by the Promotional Products Association International.
“It’s gratifying to see hard data prove what we as an industry have known for years,” said Steve Slagle, PPAI president and CEO, in a statement. “Promotional products continue to grow in popularity because, simply put, they work.
The study also found that while the print ad came in first overall, respondents preferred promotional products as an advertising medium rather than television ads.
Other findings:
*Respondents had a more positive attitude toward the ad when exposed to advertising via a promotional product rather than the TV spot (41% to 18%).
*They had a more positive attitude toward the product as a result of the promotional product rather than the television ad (20% to 16%).
*Message credibility was higher with the promotional product than with the television ad (54% to 33%).
*Intent to purchase was higher with the promotional product than with the television ad (25% to 17%).
*The referral value was higher with the promotional product than with the television ad (26% to 16%).
“Promotional products are the only advertising medium capable of engaging all five senses,” Slagle said. “When used as a key element in the marketing mix, promotional products create a more positive outlook toward the ad and the brand.”
The study measured the credibility of the advertisement; attitudes toward the product, advertisement and promotional product; product purchase intention; referral value and impressions of the advertisement.
The study was conducted for PPAI by researchers at Louisiana State University and the University of Texas at San Antonio.
