PPB August 2019

D oes advertising really influence consumers to buy? Research proves it does, and the reason is so subtle that consumers may not even realize it’s happening. When someone carries a logoed tote bag, watches a TV commercial or studies a print ad, that action creates a pattern of association resulting in an emotional tie with the brand that influences consumer behavior. And in the case of promotional products, research has proven that the products themselves continue to create positive memories affiliated with the brand for as long as the recipient keeps it. Two years ago, PPAI Research conducted an extensive consumer study to examine five key performance metrics—reach, recall, resonance, reaction and relativity—as they related to the effectiveness of promotional products as an advertising medium. This year, PPAI Research conducted a follow-up consumer study to drill deeper into the consumer psyche to better understand the connection with promotional products in three areas: THINK PROMO: A SNAPSHOT ON CONSUMER SENTIMENT Fresh insights from PPAI’s latest consumer study reinforce the importance of promotional products in making brands highly memorable. by Tina Berres Filipski with Mo Das 2 1 3 2 1 3 2 1 3 Mindset: What role do promotional products play with different consumer groups? Motive: What drives a consumer to keep, use and value promotional products? Meaning: What makes a promotional product different from a generic product? PPAI Exclusive Research | FEATURE | AUGUST 2019 | 39