Advertising is a highly competitive business, and career-minded individuals must stay abreast of its many vicissitudes as technological advances alter the landscape of what was once a much simpler profession. In order to sustain and advance their careers, advertisers must adapt to the changes and find ways to promote their products among the myriad of entertainment venues available to consumers. Advertisers need to be savvy about getting their messages out there, as there are now many ways to block advertising from mainstream mediums. In the following article, Stan Breckenridge, chairman of the board at PPAI, puts forth some of his own insightful solutions for these new challenges.

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	In a ''supermarket'' economy where consumers are offered a plethora of choices at every turn, savvy advertisers are always looking for ways to cut through the clutter and push their products to the front of the shelves

In a ''supermarket'' economy where consumers are offered a plethora of choices at every turn, savvy advertisers are always looking for ways to cut through the clutter and push their products to the front of the shelves. Striving for increased brand impact, exposure, and influence, marketers are going beyond traditional advertising media and exploring new ways to market their products.

In fact, marketing professionals are increasingly turning toward promotional products to set their brands apart. As the only advertising medium capable of engaging all five senses, promotional products have the unique ability to turn an ordinary message into a marketing experience your audience can see, touch, hear, smell, and taste. Moreover, this reliable marketing tool has also proven effective when used alone or in synergy with mainstream media.

All of this said, the real defining measure of a medium is its reach, recall, and cost. From television commercials to brochures, the value in any advertising method is found in how many people you touch, how well they remember you, and how much you spent to make those things happen.

To test the reach, recall, and cost of promotional products, L.J. Market Research conducted a study for Promotional Products Association International at the Dallas/Fort Worth International Airport. Using an intercept method, an audience consisting mainly of business travelers was asked to complete a 22-question survey aimed at finding how promotional products fared in those categories.

Reach

The survey results showed that more than 70% reported having received a promotional product in the last 12 months, and 33% of that group had the item in their possession — a coveted location for advertising. Also, when asked what they do with items when they're done with them, 30% of participants reported giving the items away to someone else, resulting in pass-along exposure. This is a desirable outcome for advertising, as it ensures that your brand reaches more than just the target recipients.

Recall

More than 76% of respondents could recall the advertiser's name on the item they received in the last 12 months. In comparison, when participants were asked if they read a newspaper or magazine in the past week, 80% said yes, but only 53.5% could recall the name of a single advertiser. Results also showed that 52% of those surveyed reported doing business with the company after receiving the item, and another 52% said their impression of the company became more favorable after receiving the item.

Cost

The frequency of promotional products use is equal to that of traditional advertising media exposure, and in measuring the cost effectiveness of media, the greater the frequency of exposure, the lower the cost per impression. For example, a $5 item, if seen by 500 people, equates to a cost of $0.01 per person.

Of the participants who reported using promotional items, 73% stated they used the item at least once a week, and 45.2% used it at least once a day. Additionally, 55% of participants generally kept their promotional products for more than a year, ensuring repeated exposure over a long period of time.

In a nutshell, promotional products furnish advertisers with advantages that may not be available through traditional media alone. The ability to touch the masses, have them remember your name, and keep them coming back for more can put you in the express lane to success -- that's just the power of promotional products. So the next time you set out to make your brand top shelf, keep promotional products top-of-mind.

For more details about this study, contact Anne Lardner at 972-258-3041 or AnneL@ppai.org.

About PPAI

Promotional products are an essential element in the marketing mix. Adding your message to a tangible product turns an ordinary message into a marketing experience your audience can see, touch, hear, smell, and even taste. Promotional products are the only way to make a sensible — and memorable — impression. For more information about Promotional Products Association International (PPAI) or to find a promotional consultant in your area, visit www.promoideas.org.

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