WWW.MEDIAPOST.COM
Ad Specialties Lowest Cost-Per-Impression
by Jack Loechner, Tuesday, January 27, 2009 8:16 AM
According to a new research study conducted by the Advertising Specialty Institute (ASI), among businesspeople over age 21, revealed that advertising specialties beat out all forms of TV, radio and
print advertising as the most cost-effective advertising medium available. 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, says the report, 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. 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
- 24% indicate that they are more likely to do business with an
advertiser on items they receive
- 62% of respondents have done business with the advertiser on a product after receiving it
- Writing instruments are the most commonly-owned
advertising specialty, followed by shirts, caps and bags
Ad
Specialty Items Owned (% of Respondents)
Specialty Item%
Ownership Writing instruments 54%
Shirts 45 Caps 31
Bags 29 Glassware/ceramics 23 Desk/office/business accessories 17
Calendars 17 Wearables 4
Recognition jewelry 3 Recognition awards 3
Source: Advertising Specialty Institute, January 2009
81% of all promotional products were kept because they were considered useful.
Reason For Keeping Ad Specialty Item (% of Respondents, Multiple Response OK)
Ad SpecialtyUsefulAttractiveInformation
ReferenceOther Bags 91% 34% 0% 20%
Writing instruments 91 12 5 18 Wearables 89
39 0 17
Glasswear/ceramics 86 26 6 24 Desk/office/business accessories 83 14 3 16
Calendars 77 31 6 16 Caps 76 37 1 32 Shirts 74 39 1 33
Recognition jewelry 31 38 0 54 Recognition awards 23 15 0 69
Source: Advertising Specialty Institute, January 2009 Additional findings included:
- More than
three-quarters of respondents have had their items for about seven months
- 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
Number of Impressions Per MonthAd Specialty ItemImpressions/Month Bags 1083
Caps 476 Shirts 365
Writing instruments 363 Desk/office/business
accessories 294 Glassware/ceramics 251
Calendars 227 Recognition awards 221 Other wearables 64
Source: Advertising Specialty Institute, January 2009 Timothy M. Andrews, president and chief executive officer of the Advertising
Specialty Institute, concludes that "... this research advises marketers and business owners to invest in advertising specialties now more than ever... Ad specialties provide measurable
results for a... reasonable investment... (and) are gifts that break through the information clutter, reach consumers on a personal level, and provide real impact in a creative way."
Please
visit ASI here for additional information and a link to the PDF file.