IRVING, Texas—In a 2009 study of the advertising purchasing habits of end buyers, respondents ranked promotional products as their top advertising choice over mainstream media, including television, newspaper and internet. The study, a survey of more than 1,000 buyers, was conducted by researchers at Louisiana State University and Glenrich Business Studies for Promotional Products Association International (PPAI).
Participants were asked to evaluate promotional products, television, direct mail, newspapers, consumer magazines, trade publications, internet and social media with regard to eight attributes associated with marketers’ needs. Of those, promotional products outranked the other media in five categories: Ability to achieve long-term memorability at the cost of paying only for a single exposure; flexibility to fit the cost of the medium to available budget; ability to bond audience to advertiser so as to promote repeat business; audience friendly (i.e., not so likely to offend or be regarded as a nuisance); and ability to generate traffic (e.g., stores, tradeshows, events). For more information regarding this study, visit www.ppai.org/NR/rdonlyres/4C7E4587-8022-4F56-A913-C6ED4F5FCE11/0/PowerTool_EndBuyers.pdf.
No comments:
Post a Comment