Ad Specialties Prove their Worth: Study
Ad specialties are proving their worth; remembered by recipients who also gain a more favorable impression of the advertiser on the product, according to a new study by the Advertising Specialty Institute.
The study found that advertising specialties beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available.
Among the key findings:
• 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 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.
The advertising specialties industry comprises a 13% share of the advertising marketplace, with $19.6 billion in sales for 2007, the group said.
The study was completed by a team of interviewers who surveyed travelers in New York, Chicago, Los Angeles and Philadelphia. Respondents were asked if they had received any advertising specialties in the last 12 months and the majority were businesspeople over age 21.
