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2008 Impressions Study Results
During the summer of 2008 ASI conducted a study surveying 465 business people in New York, Chicago, Los Angeles and Philadelphia regarding promotional products that they had received. Information from web based interviews and online survey results where added in October 2008.
The goal was to uncover how recipients are influenced by advertising specialties, tally established impressions developed by popular promotional products, and compare the cost per impression of advertising items to other marketing outlets.
Customized promotion products beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available.
The following is a summary of conclusions from the Advertising Specialties Impressions Study.
During the summer of 2008 ASI conducted a study surveying 465 business people in New York, Chicago, Los Angeles and Philadelphia regarding promotional products that they had received. Information from web based interviews and online survey results where added in October 2008.
The goal was to uncover how recipients are influenced by advertising specialties, tally established impressions developed by popular promotional products, and compare the cost per impression of advertising items to other marketing outlets.
Customized promotion products beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available.
The following is a summary of conclusions from the Advertising Specialties Impressions Study.
- Instant recall: More than 8 out of 10 (84%) respondents remembered the advertisers of the promotional products they’re received.
- Very impressionable: 42% of respondents had a MORE favorable impression of an advertiser after receiving the item. And nearly a quarter (24%) said they are MORE likely to do business with the advertiser on the items they receive.
- It’s all business: Most respondents (62%) have done business with the advertiser on a promotional product after receiving the item.
- Pens are in: Writing instruments are the most-recalled advertising specialty items (54% of respondents recall owning them), followed by shirts, caps and bags.
- User-friendly: The majority (81%) of promotional products were kept because they were considered useful.
- Staying power: More than three-quarters of respondents have had their items for more than 6 months.
- Bag it!: Among wearables, bags were reported to be used most frequently with respondents indicating that they used their bags an average of 9 times per month. They also deliver the most impressions: Each bag averages 1,038 impressions per month.
- Most impressive: The average CPI (cost per impression) of an advertising specialty item is $0.004; as a result, marketers get a more favorable return on investment from advertising specialties than nearly any other popular advertising media.
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