Research Study: Impact of Promotional Products
Compared with Print and Broadcast Advertising
Many traditional forms of advertising like print, television, radio, direct mail, and billboards are losing ground to internet, social media, email, and other digital marketing options.
Yet, this trend presents some interesting opportunities for those selling promotional giveaways, according to a study of 18- to 34-years-olds that was conducted by researchers at Louisiana State University and University of Texas at San Antonio for the Promotional Products Association International (PPAI).
The study was designed to measure the:
Participants in the study were exposed to three forms of advertising for a new pizza product: television, print and promotional items. They were then asked to complete a 60-item questionnaire measuring their perceptions of the advertising.
Specifically, the questions measured advertisement credibility, product attitudes, purchase intention, referral value, and perceptions about the product. Additionally, respondents were asked about media use and preferences for product/brand information.
Key Research Findings
Promotional items may be effectively employed as a stand-alone advertising medium, second to television in terms of reported information value. They enhance the media mix, creating impact by supplementing other advertising media such as television and print.
In addition, giveaways serve as a useful information-and-reminder medium – and enhance impressions about a brand. They also contribute to a decision-maker's intent to buy.
Reprinted with permission from PPAI. For the complete study, visit http://www.ppa.org.
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