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| JUNE 2017 | 83
and influence consumers—83 percent of
whom say they would be more likely to
do business with brands advertised on
promotional products—and help brands
offer experiences that bring people’s
passions to life. Consumers not only
welcome these experiences from brands,
they expect it.
If you ask an advertising professional
what the key to success is, you might
get a version of the answer once given
by Ogilvy & Mather’s chief creative
officer, Stephen Vogel: “Nothing is
more efficient than creative advertising.
Creative advertising is more memorable,
longer lasting, works with less media
spending, and builds a fan community
… faster.” Building relationships and
offering creative solutions are what the
promotional products industry is built
on. Yet in a world with voice-activated
personal assistants on our phones and our
heart’s desire delivered at our beck and
call, a Pew Research study points to an
increasing “need for instant gratification
and loss of patience.”
In this rapidly evolving marketplace, it is
easy to save time and find quick answers,
and marketers tend to shave timelines
and lose sight of the need for consumer
research in their marketing strategies.
Advertising isn’t rocket science, but there
is a science to it. Knowing your client’s
target audience and how they respond in
the overall advertising landscape will not
only help them prioritize spending and
secure your place in their budget, but also
arm you with the right tools to stay ahead
of the game and prepare you and your
business to adapt and innovate.
Find more exclusive PPAI Research by
visiting
Moumita Das is
research coordinator at PPAI.
The following sources were used for information in this article: George E. Belch and Michael A. Belch, “Chapter 5: The Communication Process,” Advertising and Promotion: An Integrated Marketing
Communications Perspective (McGraw Hill, 2003), 6th Edition; Sridhar Ramaswamy, “How Micro-Moments Are Changing The Rueles” Think With Google (Ipsos Research, April 2015); “Mapping Out The
Modern Consumer” 2017 Consumer Study (PPAI Research, December 2016); Mimi An, “Native Advertising Rises As Consumers Opt Out,” Global Interruptive Ads Survey (Hubspot, February 2016); Mike
Snider, “Netflix Shares Hit Record After Subscriber Surge” (USA Today, January 2017); ;
“Global Streaming Music Subscribers” (Midia And Company, December 2016); Agneta Björnsjö, John Curran, Margaret Schoelwer and Dave Sovie, “Dynamic Digital Consumers: Ever-Changing
Expectations And Technology Intrigue” (Accenture Research, 2017); “The State Of The Blocked Web” Global Adblock Study (PaigeFair, 2017); Netta C. Bulbul, Steven S. Gross and Jeremy Katz, “When The
Path To Purchase Becomes The Path To Purpose” Think With Google (Ogilvy and TNS, June 2014); J. Anderson and L. Rainie, “Teens, Technology And Human Potential In 2020” Internet American Life
Project (Pew Research Center, February 2012);
Figure 9. Consumer Reaction Metrics
REACTION
(rē-’ak-sh n)
noun 1. An advertising medium’s ability to prompt a
measurable reaction.
verb 2. Capturing consumer engagement with a brand.
Percentage of consumers who were in uenced by advertising to purchase
a product or service in the past six months:
ARE MORE LIKELY TO DO BUSINESS
WITH A BRAND AFTER RECEIVING A
PROMOTIONAL PRODUCT
MOBILE
PRINT ONLINE
BROADCAST
83%
17%
6% 12%
17%
HowThe Right
Data Saved
The Sale
One of our larger clients hired
a new chief marketing officer. As
we were preparing for our quarterly
business review, we were told that
the new CMO was not convinced of
the value of promotional products. It
seemed like the perfect time to
share the amazing data on the
effectiveness of promotional products.
We pulled statistics from the
2017 Consumer Study and used the
2017 Ad Map in our presentation.
The client was blown away and
remarked that they were not aware
of the empirical data supporting the
power of promotional products.
Promotional products have
an important place in the
new era of advertising and I
encourage you to download the
2017 Ad Map today to show
your next client why promotional
products are a no-brainer.
Larry Cohen is
CEO of distributor
Axis Promotions,
a PPAI board
member and
liaison to the PPAI
Market Research
Committee.
Larry Cohen
PPAI Exclusive Research | FEATURE