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JUNE 2017
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FEATURE
|
PPAI Exclusive Research
received a promotional product. The
measurement of reach across advertising
channels sings a different tune. Broadcast
advertising chases after cosnumers
being in the right place and at the right
time. Consumers must be watching the
right channel or listening to the right
station the moment a commercial airs
to receive the branded message. Print
advertising, on the other hand, relies on
the consumer accessing the material and
coming across the advertisement in the
placement position. Mobile advertising
requires the consumer to download the
right app in which the ad was placed,
and online advertising needs to have
initiated a load onto a browser to be
counted in the reach calculation.
Eighty-nine percent of consumers have
received a promotional product in the
past six months—that’s nearly nine in 10
who own a promotional product, nine in
10 who use promotional products, and
nine in 10 walking billboards for a brand.
Promotional products provide brands
with a reliable path to reach the target
consumer group by positioning their
message as it will be best received.
In fact, according to PPAI research,
promotional products are the most
welcomed form of advertising by all
generations and considered most
effective in providing a rationale to
respond (
Figure 6
).
Promotional products not only allow
brand messages to effectively reach their
intended audience, they also spread the
word to anyone who sees the product
displayed, used or shared. Promotional
products are used daily, and 83 percent
of consumers use themmore than once
Figure 4. Advertising Media By Category
PROMOTIONAL PRODUCTS
Business Gift,
Award, Incentive
TV, Radio, Film
BROADCAST ADVERTISING
Banner, Email,
Social Media
ONLINE ADVERTISING
Text, Apps, Digital
MOBILE MARKETING
Magazine, Newspaper,
Direct Mail
PRINT ADS
REACH
(r
ē
CH)
Figure 5. Consumer Reach Metrics
Figure 6.
Most Effective Forms Of Advertising Ranked By Generation
noun
1. An advertising medium’s ability to reach the
target audience.
verb
2. Capturing consumer exposure to a brand.
61
%
73
%
49
%
Percent of consumers
who have watched TV,
listened to the radio
or been to the movies
in the past week
89
%
Percentage of
consumers who have
received one or more
promotional product(s)
in the past six months
61
%
Percentage of
consumers who have
used a smartphone or
tablet in the past week
Percent of consumers
who have used a search
engine, social network or
viewed an online video in
the past week
Percent of
consumers who
read a magazine or
newspaper in the
past week
MILLENNIALS
GEN Xers
BABY BOOMERS
1
2
3
4
5
PROMOTIONAL PRODUCTS
BROADCAST
ONLINE
MOBILE
KEY: