• Brandweek , Tuesday, November 11, 2008 11:15 AM

And if free publicity for Fairy Dust and Super Bowl fence-sitters aren't enough to make Jerry Della Femina pull his hair out about the future of well-wrought taglines and media plans, Elaine Wong reports that a new study released by the Advertising Specialty Institute finds that swag such as coffee mugs, pencils and retractable solar-powered flashlights give marketers better ROI than TV, print or radio ads.

Before we venture further, let's acknowledge that the ASI is the self-acknowledged "largest media and marketing organization serving the advertising specialty industry." In essence, it brings together the suppliers and distributors of said swag and is about as neutral as a billboard in Times Square.

Anyway, among other percentage points, the survey found that 84% of consumers remembered an advertiser based on a product they received and 42% had a more favorable impression of an advertiser after receiving a promotional product.

The 42% that did not have a "more favorable" impression must be washing out the same ink blotch from their shirt pockets as I am. Just joking, ASI. I did have a medical sales rep tell me recently that I'd be surprised how effective pens and notepads were in marketing to doctors. She was truly wistful, as the practice is being banned by the AMA .  ;

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