Promotional Products Get the Message Across: PPAI Study
Adding a promotional product to the media mix it a good thing.
That’s according to a study released last week by the Promotional Products Association International at its annual conference in Las Vegas.
Participants of the study—18- to 34-year-olds—were exposed to pizza advertising on three mediums: television, print ads and promotional products. When a promotional product was added to a mix of media, a favorable attitude toward the ad was generated 44% of the time. In some cases, the use of a promotional product as the ad medium alone increased brand interest by 69% and garnered a good impression by 84% of respondents, the study found.
“Promotional products continue to grow in popularity because, simply put, they work,” said PPAI President Steve Slagle, in a statement.
The study also found that:
- Respondents had a more positive attitude toward the ad when exposed to advertising via a promotional product rather than a TV commercial (41% to 18%).
- Message credibility was higher with the promotional product than with the TV spot (54% to 33%)
- Intent to purchase was higher with the promotional product than with the TV ad (25% to 17%)
- The referral value was higher with the promotional product than with the TV commercial (26% to 16%).
