ASI® Announces Results of Advertising Specialties Impressions Study

Advertising specialties more cost-effective than TV, radio or print advertising

En español  

TREVOSE, PA – November 10, 2008 – Advertising Specialty Institute®, the largest media and marketing organization serving the advertising specialty industry, revealed today in a groundbreaking new study that advertising specialties beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available.  

The comprehensive study was completed by a team of interviewers who surveyed travelers in New York, Chicago, Los Angeles and Philadelphia*.  Respondents were asked if they had received any advertising specialties in the last 12 months and the majority were businesspeople over age 21.

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.
• 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.
• The majority (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.
• 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, 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)

These statistics conclude that marketers get a more favorable return on investment from advertising specialties than almost any other popular media, with a very low cost-per-impression, high recall among those who receive ad specialty items, and increased intent among recipients to make purchases from the advertiser.   

“During a time when we’re facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties now more than ever,” said Timothy M. Andrews, president and chief executive officer of the Advertising Specialty Institute.  “Advertising specialties provide measurable results for a very reasonable investment.” 

“Distributors and suppliers should use these results to educate their customers, prospects and end-buyers about the power of advertising specialties and how they increase sales and brand exposure,” Andrews continued.  “Ad specialties are essentially gifts that break through the information clutter, reach consumers on a personal level, and provide real impact in a creative way.”

Advertising specialties, or promotional products, are items branded with a corporate logo or message that are used as an incentive, a gift or as part of an advertising campaign; and the industry comprises a 13% share of the advertising marketplace, with $19.6 billion in sales for 2007. 

For all results of the Advertising Specialties Effectiveness Study from ASI, visit www.asicentral.com/study.  For more information, contact Larry Basinait, executive director of research for ASI, [email protected].

About ASI
Advertising Specialty Institute is the largest media and marketing organization serving the advertising specialty industry, with a membership of over 25,000 distributor firms (sellers) and supplier firms (manufacturers) of advertising specialties.  Supplier firms use ASI print and electronic resources to market products to over 21,000 ASI distributor firms.  Distributor firms use ASI print and electronic resources, which contain nearly every product in the industry from more than 3,500 reputable suppliers, to locate supplier firms and to market services to buyers.  ASI provides catalogs, information directories, newsletters, magazines, websites and databases, and offers e-commerce, marketing and selling tools.  Visit www.asicentral.com.

*  Methodology – A web-based survey was also used to augment segments of in-person interviews, resulting in a total sample of over 600 respondents.