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DECEMBER 2016
|
FEATURE
|
PPAI Exclusive Research
C
onsumers
like
promotional products. Consumers
keep
promotional products. Consumers have spoken and they
praise
promotional products as the leading advertising vehicle for brands.
Those are some of the key messages coming out of PPAI’s latest
groundbreaking study of consumers, conducted in September
2016 and fielded through Survey Sampling International with
more than 1,000 consumers participating.
In 2015, promotional products shared almost seven percent of
the advertising market in the U.S. alone, at $21 billion; however,
the medium is ranked highest by consumers across all generations
as the most effective advertising vehicle. These findings also
reinforced the results of previous consumer surveys by pointing
out that promotional products innately possess the qualities
consumers value and are built to succeed across the board in
reach, recall, resonance and reaction performance metrics.
Built
for
Life
The Five R’s Of Promotional Products
In 1992, PPAI launched a pioneering series of
consumer studies as the industry’s first assessment of the
role of promotional products within consumer lifestyle
and behavior. While previous studies are commonly
identified as airport intercepts, the 2016 Consumer
Study is the first quantitative analysis of its kind. This
new methodology expands upon previous findings
and is designed to better measure the performance of
promotional products among consumers to enhance our
understanding of their role as an advertising channel.
Five key metrics were used to assess the value and weight
of options used by survey respondents to respond to
each promotional product component: Reach, Recall,
Resonance, Reaction and Relativity.
Who Took The Survey?
• 43%
Millennials
• 35%
Gen Xers
• 19%
Baby Boomers
• 3%
Silent Generation
• 50%
Men |
50%
Women