TREVOSE, PA - November 8, 2010 - The Advertising Specialty Institute today released a landmark study that proves advertising specialties beat out prime-time TV, radio and print advertising as the most cost-effective advertising medium available.
The most significant findings of the 2010 Global Advertising Specialties Impressions Study show advertising specialties are less expensive per impression than most other media* and are very affordable and effective when compared to other forms of media.
To complete its research, ASI conducted a total of 3,332 online and in-person surveys, including interviews with businesspeople in New York, Chicago, Los Angeles, Philadelphia, London, Sydney, Toronto and Montreal metro areas.
The 2.0 study, a follow-up to the definitive 2008 survey, includes new demographic information on politics, ethnicity, gender and age, since knowing the likely recipient of products is paramount for an advertiser. This year, the comprehensive report also adds global markets and includes more products, such as automotive accessories and food.
The study was released at the fourth annual ASI Power Summit in Aventura, Florida. Among key findings, results show:
• Cost per Impression. In the U.S., the cost per impression of a promotional product stayed virtually the same from 2008 to 2010, at .005 cents.
• Product Usage. Bags have the highest number of impressions in a month, over 1,000, and over one-third (36%) of those with incomes under $50,000 own bags.
• Gender Preferences. Males are more likely than females to own shirts and caps, while females are more likely to have bags, writing instruments, calendars and health and safety products.
• Ethnic Preferences. African Americans have more promotional products on average (11.3) than any other group.
• Positive Reinforcement. Seventy-five percent of independent voters prefer consumer-branded products; nearly 1.5 times more than Democrats or Republicans.
• Identifying the Advertiser. Eighty-three percent in the U.S. say they can identify the advertiser on a promotional item they own.
• Influencing User Opinions. Forty-one percent of U.S. respondents say their opinion of the advertiser is more favorable after receiving a promotional product.
• Global Reach. Nearly two-thirds (63%) of respondents from Great Britain have received and kept a pen in the last 12 months. In the U.S., writing instruments are used the most often, an average of 18.2 times per month.
• Popular Products. The most commonly owned promotional products among U.S. respondents are writing instruments (46%), followed by shirts (38%) and calendars (24%).
• Promo Product Capital. Los Angeles has the highest average number of items owned, at 12.7.
