level success. This data throws up a big,
red flag because the increasing dissatisfaction is not just a ‘survivor syndrome’
artifact of having co-workers and neighbors laid off in the recession.”
Total Recall
If you think tchotchkes are a waste of
money, think again. Not only are promo-
tional products more memorable, but
consumers also prefer them to mainstream media, including television, newspapers and the Internet, suggests a recent
study of advertising purchasing habits by
Promotional Products Association International.
As part of the study, researchers asked
1,000 consumers to evaluate promotional
products, television, direct mail, newspa-
pers, consumer magazines, trade publica-
tions, Internet and social media based on
eight attributes associated with marketers’
needs. Promotional products ranked first
on five of the eight attributes, including:
• Ability to achieve long-term memorabil-
ity at the cost of paying only for a single
exposure
• Flexibility to fit the cost of the medium
to available budget
• Ability to bond audience to advertiser
so as to promote repeat business
• Audience friendly (i.e., not likely to
offend or be regarded as a nuisance)
• Ability to generate traffic (i.e., to stores,
trade shows or events)
Nearly three-quarters of consumers use
promotional products, according to PPAI,
and 78 percent of them believe that promotional products are either “somewhat
effective” or “very effective.”
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