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DECEMBER 2016
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PPAI Exclusive Research
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FEATURE
Brand Favorability
With the overwhelming selection
of brands today’s marketplace offers,
the average consumer might appear
more elusive or erratic than ever in
their decision-making. However, one
might argue that the right advertising
vehicle has the power to shift brand
favorability and ultimately influence
a consumer’s buying decisions—
and that’s exactly the case. In fact,
88 percent of Millennials said they
are more likely to do business
with brands from which they
received promotional products over
other brands.
Brand Loyalty
Results indicate that consumers who
receive promotional products are
more
likely
to increase loyalty to the brand.
DEFINITELY NOT
MAYBE
PROBABLY NOT
PROBABLY WOULD
DEFINITELY WOULD
5%
31%
10%
30%
24%
RELATIVITY
Brands are presented with an endless
stream of opportunities to deliver their
message, so how each option compares
becomes essential when marketers are
weighing where to invest advertising
dollars. Compared with more traditional
advertising vehicles, consumers
confirm promotional products as the
leading choice for brands.
Ideal Advertising Qualities
It is important to understand the
wants and needs of a consumer
in order for an advertising vehicle
to be successfully received. When
asked what advertising qualities (not
limited to promotional products) were
important to them, the majority of
survey respondents preferred visually
appealing ads that clearly deliver
a message. Promotional products
are built to do just that with their
physical and tangible features.
Most Effective
Advertising Channel
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.
Best Received
Advertising Vehicle
Today’s consumers are exposed to an
expanding, fragmented array of touch
points; however, there’s a growing
MILLENNIALS
GEN Xers
BABY
BOOMERS
SILENT
GENERATION
Promotional
Products
Promotional
Products
Promotional
Products
Promotional
Products
Broadcast
Broadcast
Broadcast
Online
Online
Broadcast
Mobile
Online
Online
2
1
3
4
5
Mobile
Mobile
Mobile
65%
VISUALLY
APPEALING
60%
CLEARLY DELIVERS
MESSAGE
PERSONALLY
RELATABLE
41%
PROVOKES
EMOTION
27%
PROVOKES
ACTION
47%
Brand Loyalty
Most Effective Advertising Channel
Ideal Advertising Qualities
* Categories are weighted and may not equal 100%.