PPAI Study Confirms Effectiveness Of Promotional Products When Compared To Traditional Media

A late 2009, two-part study designed by Promotional Products Association International (PPAI), Irving, Texas, and fielded through independent research company MarketTools Inc., evaluated a cross section of the American consumer population about television, print, online and promotional products advertising. The study surveyed more than 1,000 consumers who recalled receiving a promotional product in the past 24 months.

The first part of the study, titled "Effectiveness Of Promotional Products As An Advertising Medium," focused solely on promotional products and evaluated the action, reaction and relationship of products and their recipients. The study found that:

– 94 percent could recall a promotional product they had received in the past two years
– 89 percent could also recall the advertiser
– 83 percent reported that they liked receiving promotional products
– 48 percent would like to receive promotional products more often
– 69 percent generally keep the promotional product

The study also looked at which promotional products are most popular and where popular items are kept. According to consumers, the top five items that would motivate them to take a particular action and/or lead them to have a more favorable impression of the advertiser were food baskets, MP3 players, clocks/watches, digital picture frames and luggage. Consumers also reported the kitchen and the office as the two most common places to display these items.

The second part of the study, titled "Promotional Products and Other Media" compared promotional products to mainstream media (television, print and online advertising) and evaluated their reach, as well as the consumer recall and reaction to each.

REACH

When compared to the extensive reach of television, there is an obvious disadvantage in this area for print, online and promotional products advertising. However, promotional products were the only media, despite this disadvantage, that showed staggering results in recall and reaction, areas that are often dependent on reach for success.

Nearly half of those surveyed reported receiving more than three promotional products within the past 12 months, while 56 percent reported seeing 11 or more television commercials, 50 percent reported seeing three or more print advertisements and 53 percent reported seeing one online advertisement all within a two-week time frame.

RECALL