In the summer of 2008, a team of interviewers surveyed over 600 businesspeople regarding promotional products they had received. The purpose of the interviews was to understand how advertising specialties influence end-users’ purchasing decisions; determine the number of impressions of popular advertising specialties; and analyze the Cost Per Impression (CPI) of advertising specialties compared with other popular advertising media. Respondents had each received promotional products in the last 12 months. Most respondents were business/professional people (84%) and all were age 21 or older.
Summary of Conclusions:
42% of respondents had a MORE favorable impression of an advertiser after receiving the item.
24% were MORE likely to do business with the advertiser on the items they receive.
62% have done business with the advertiser on a promotional product after receiving the item.
Which of the following best describes your impression of the advertiser after receiving the item?
- Among respondents of all promotional products received, 42% indicated that
their impression of the advertiser had become either significantly or somewhat
more favorable after receiving the item.
- This was especially true among receivers of bags with over one-half (53%)
reporting that they viewed the advertiser more favorably.
| Impression of Advertiser After Receiving Item |
| |
Significantly / Somewhat More Favorable (net) |
No Change |
Significantly / Some-what Less Favorable (net) |
| TOTAL |
42% |
57% |
1% |
| Other |
57% |
42% |
2% |
| Bags |
53% |
47% |
0% |
| Shirts |
49% |
49% |
2% |
| Caps |
45% |
55% |
0% |
| Other Wearables |
44% |
56% |
0% |
| Glassware/Ceramics |
39% |
61% |
0% |
| Desk/Office/Business Accessories |
35% |
62% |
3% |
| Calendars |
31% |
69% |
0% |
| Writing Instruments |
30% |
68% |
2% |
| Recognition-Awards |
23% |
77% |
0% |
| Recognition-Jewelry |
18% |
82% |
0% |
