The document summarizes research from the Adver&sing Specialty Ins&tute on the effectiveness of promo&onal products. The research polled over 7,000 consumers in 21 metro areas. It found that logoed pens, bags, and shirts were among the most commonly received and recalled promo&onal items. Certain items like calendars and jackets had longer brand recall &mes. The research also showed that promo&onal products generated favorable impressions of adver&sers and had a lower cost per impression than other adver&sing mediums. The most effec&ve items depended on the goals of crea&ng broad impressions or a personal connec&on.

2. Adver&sing
Specialty
Ins&tute’s
research
team
polled
7,000+
consumers
in
21
metro
areas
to
prove
the
power
of
promo&onal
products…

3. …
including
•
New
York
•
Chicago
•
Miami
•
Los
Angeles
•
SeaIle
•
Dallas
•
Philadelphia
•
Toronto
•
Vancouver
•
Montreal

4. 1.
Product
Popularity

5. “What
promo&onal
products
have
you
received
in
the
last
12
months?”*
*Name
up
to
three.

6. 1/10th
of
a
cent
Logoed
pens
and
pencils
&e
bags
for
the
lowest
cost-­‐per-­‐impression
in
the
United
States.

8. Tee
It
Up!
Although
they’re
popular
among
all
age
groups,
younger
consumers
are
most
likely
to
own
a
branded
shirt.

12. Staying
Power
Not
surprisingly,
calendars
are
held
onto
longer
than
all
other
promo&onal
products
—
nine
months
on
average,
compared
to
seven
months
for
the
average
ad
specialty.

13. On
Display
Promo&onal
calendars
are
great
branding
tools.
76% of consumers who own calendars say they display
them prominently in their homes or offices.

14. Trending
Young
Younger
consumers
are
more
likely
to
have
desk
accessories
than
older
ones.

15. Women
vs.
Men
Women
are
more
likely
than
men
to
own
desk
accessories.

17. Dollar
Signs
Looking
to
target
high
earners?
A
cap
might
do
the
trick.
Those
who
earn
$100,000+
are
more
likely
to
wear
a
branded
hat.

18. Drink
Up!
Branded
drinkware
is
just
as
likely
to
be
kept
in
the
office
as
in
the
home.

19. Trending
Young
Younger
consumers
are
more
likely
to
own
a
promo
USB
drive
than
their
older
counterparts.

20. Total
Recall
Jackets
have
the
best
adver&ser
recall
of
any
promo&onal
product.
A
whopping
95%
of
those
who
own
logoed
outerwear
can
recall
the
adver&ser’s
name.

22. Pass
It
On!
Adver&sers’
messages
ocen
go
beyond
the
ini&al
target.

24. 2.
Recipients’
Views
on
Adver@sers

26. Connect
to
Your
Brand
All
categories
of
promo&onal
products
generate
favorable
impressions
of
the
adver&sers
as
a
whole.
Steps
should
be
taken
when
presen&ng
recipients
with
items
that
are
seen
as
more
of
a
commodity
(like
wri&ng
instruments)
to
reinforce
the
adver&ser
connec&on
with
the
item.

27. Even
the
lowest-­‐scoring
ad
specialty
(health
and
safety)
s&ll
manages
to
get
nearly
one-­‐quarter
of
recipients
to
feel
more
likely
to
do
business
with
the
adver&ser
in
the
future.

28. 3.
Promo
Products
Make
an
Impression

29. Bags
generate
the
most
impressions.

30. The
cost
per
impression
of
an
ad
specialty
is
beIer
than
that
of
TV,
magazines
and
newspapers.

31. Match
Your
Goals
Items
that
create
the
fewest
impressions
tend
to
be
those
intended
mostly
for
one
person,
such
as
health
and
safety
items
and
USB
drives.
The
value
of
these
items
is
more
in
the
connec&on
they
make
with
the
user
than
the
total
number
of
impressions
generated.

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