RESEARCHBRIEF
FROM THE CENTER FOR MEDIA RESEARCH
Tuesday, January 27, 2009
According to a new research study conducted by the Advertising Specialty Institute (ASI), among businesspeople over age 21, revealed that advertising specialties beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available. The average cost-per-impression of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media. According to Nielsen Media data, says the report, the CPI for a national magazine ad is $0.033; a newspaper ad is $0.0129; a prime time TV ad is $0.019; a cable TV ad is $0.007; a syndicated TV ad is $0.006; and a spot radio ad is $0.005.
Among key findings, results indicate that:
- 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
- 24% indicate that they are more likely to do business with an advertiser on items they receive
- 62% of respondents have done business with the advertiser on a product after receiving it
- Writing instruments are the most commonly-owned advertising specialty, followed by shirts, caps and bags
|
Ad Specialty Items Owned (% of Respondents) | |
|
Specialty Item |
% Ownership |
|
Writing instruments |
54% |
|
Shirts |
45 |
|
Caps |
31 |
|
Bags |
29 |
|
Glassware/ceramics |
23 |
|
Desk/office/business accessories |
17 |
|
Calendars |
17 |
|
Wearables |
4 |
|
Recognition jewelry |
3 |
|
Recognition awards |
3 |
|
Source: Advertising Specialty Institute, January 2009 | |
81% of all promotional products were kept because they were considered useful.
|
Reason For Keeping Ad Specialty Item (% of Respondents, Multiple Response OK) | ||||
|
Ad Specialty |
Useful |
Attractive |
Information Reference |
Other |
|
Bags |
91% |
34% |
0% |
20% |
|
Writing instruments |
91 |
12 |
5 |
18 |
|
Wearables |
89 |
39 |
0 |
17 |
|
Glasswear/ceramics |
86 |
26 |
6 |
24 |
|
Desk/office/business accessories |
83 |
14 |
3 |
16 |
|
Calendars |
77 |
31 |
6 |
16 |
|
Caps |
76 |
37 |
1 |
32 |
|
Shirts |
74 |
39 |
1 |
33 |
|
Recognition jewelry |
31 |
38 |
0 |
54 |
|
Recognition awards |
23 |
15 |
0 |
69 |
|
Source: Advertising Specialty Institute, January 2009 | ||||
Additional findings included:
- More than three-quarters of respondents have had their items for about seven months
- 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
|
Number of Impressions Per Month | |
|
Ad Specialty Item |
Impressions/Month |
|
Bags |
1083 |
|
Caps |
476 |
|
Shirts |
365 |
|
Writing instruments |
363 |
|
Desk/office/business accessories |
294 |
|
Glassware/ceramics |
251 |
|
Calendars |
227 |
|
Recognition awards |
221 |
|
Other wearables |
64 |
|
Source: Advertising Specialty Institute, January 2009 | |
Timothy M. Andrews, president and chief executive officer of the Advertising Specialty Institute, concludes that "... this research advises marketers and business owners to invest in advertising specialties now more than ever... Ad specialties provide measurable results for a... reasonable investment... (and) are gifts that break through the information clutter, reach consumers on a personal level, and provide real impact in a creative way."
Please visit ASI here for additional information and a link to the PDF file.
For more information visit www.mediapost.com
