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DECEMBER 2016
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PPAI Exclusive Research
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FEATURE
Key Study Highlights
• Eighty-nine percent of
consumers surveyed had
received a promotional
product in the past six months,
which indicates an upward
trend over previous years
when a consumer study was
conducted: 2012, 73 percent;
2004, 71 percent; 1999, 72
percent; 1992, 62 percent.
• Promotional products have
the highest advertising reach
above any other form of
advertising providing exposure
each day. In fact, five in 10
consumers polled stated
they come in contact with
promotional products most of
the time or at all times per day.
• Nearly nine in 10 recipients
are able to remember the
branding and eight in 10
can recall messaging from
at least one promotional
product they received.
• Eight in 10 consumers
revealed that their impression
of a brand positively
changed directly as a result
of receiving a promotional
product from the brand.
• Roughly eight in 10 admit to
looking up the brand after
receiving a promotional
product and 83 percent
said they are more likely to
do business with brands
from which they’ve received
promotional products than
with brands they have not.
• When asked to rate which
advertising vehicles
provide consumers with
an incentive to take action,
promotional products were
regarded as most effective
by all generations.
PPAI’s 2016 Consumer Study
Reinforces The Influence, Clout
And Muscle Of Promotional Products
By Moumita Das
Reach
- Do promotional products elevate brand reach to deliver
adequate exposure to recipients?
Recall
– Do promotional products produce high brand recall to
generate recipient awareness of the brand?
Resonance
– Do promotional products enhance brand resonance
to transfer a favorable attitude to recipients?
Reaction
– Do promotional products stimulate reaction to
influence change in recipient buying behavior?
Relativity
– Do promotional products gain relativity against other
advertising channels to satisfy recipients?
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