Advertising Specialty Items Work!

According to a new Advertising Specialties Impressions Study conducted by the Advertising Specialty Institute (ASI), among businesspeople over age 21, advertising specialty items 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.

Check out my previous post about pens with a retractable banner.

Pen With Retractable Banner
Pen With Retractable Banner

According to Nielsen Media data, says the report, the CPI for other forms of advertising are as follows:

  • national magazine – $0.033
  • newspaper ad – $0.0129
  • prime time TV ad – $0.019
  • cable TV ad – $0.007
  • syndicated TV ad – $0.006
  • spot radio ad – $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
  • Nearly one quarter, or 24%, indicate that they are more likely to do business with an advertiser on items they receive.
  • Most respondents (62%) have done business with the advertiser on a product after receiving it.
  • Writing instruments are the most commonly-owned advertising specialty, with 54% of respondents owning them, followed by shirts, caps and bags.
  • 81% of promotional products were kept because they were considered useful.
  • More than three-quarters of respondents have had their items for about seven months.
  • Among wearables, 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.

Here are a few graphs from the Advertising Specialties Impressions Study that you might find interesting.  I recommend you read the entire study to help you determine what will work best for your business.

Number of Impressions Per Month
Number of Impressions Per Month
Number of People in Contact With When Wearing/Using
Number of People in Contact With When Wearing/Using
Items Owned
Items Owned

A lot of factors must be considered in the choice of a promotional item, but at least now you have access to statistical data that supports promotional items as a legitimate marketing strategy.

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