Advertising study from ASI reveals the worth and success of promotional items globally
The Advertising Specialty Institute Releases Global Study on Promotional Products
In a groundbreaking study, the Advertising Specialty Institute (ASI) has revealed that promotional products offer a strong return on investment (ROI) and are a cost-effective advertising medium. The 2019 edition of the ASI Global Ad Impressions Study was conducted by the ASI Market Research team, based on thousands of online surveys of consumers in the U.S., Canada, Mexico, and parts of Europe.
The study found that promotional products have a significant lifespan compared to traditional advertising formats such as TV commercials or newspaper/magazine ads. For instance, outerwear generates the most impressions (6,100 over its lifetime) due to being often worn in public places. Headwear, T-shirts, and writing instruments also deliver a large number of impressions.
Interestingly, consumers under 55 actually prefer promotional products over all other mediums, including newspapers, radio, magazines, television, internet, and mobile. This preference is reflected in the average household in the U.S., which owns 30 promotional items. Gen X-led households own an average of 34 promotional items, followed by millennials with 30 and baby boomers with 28.
One of the key findings of the study is that consumers are nearly 2.5 times more likely to have a positive opinion of promotional products compared to internet advertising. The average length of time a consumer keeps a promotional product is about one year, and even though writing instruments are kept the least amount of time (six months), they still generate impressions that outlast traditional advertising formats.
The cost per impression (CPI) for promotional products is as low as 1/10 of one cent, making it an affordable advertising medium. Over nine in 10 consumers report owning logoed pens as well as branded drinkware, and in total, 53% of consumers have a more favorable opinion of an advertiser if the promotional product was made in the USA.
Timothy M. Andrews, president and chief executive officer of ASI, stated that the study solidifies ASI's position as the industry leader in providing global research on promotional products. The study findings prove that promotional products offer a strong rate of return on investment (ROI), and ASI members now have powerful data to prove the power, reach, and enduring popularity of logoed promotional products.
85% of consumers surveyed in the study have commanding advertiser recall for promotional products, and outerwear, umbrellas, and T-shirts stick around the longest among promotional products. The study's comparison of the duration of promotional products to that of TV commercials or newspaper/magazine ads is significant, underscoring the long-term benefits of investing in promotional products.
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