The advertising effect of promotional items: Study 2005

Promotional items are an instrument of marketing. Promotional items are also used in every networked advertising campaign. And for good reason: promotional items are readily accepted by the targeted persons, who get a kick out of receiving them. An advantage that not every advertising tool can claim - as we all know. Thus, classical TV or print advertising has to fight the problem of significant loss of advertising recall. The commercial break during a feature film is also used as an intermission - time to visit the refrigerator or just simply surf channels. On the other hand, a promotional item is inseparably associated with an advertising message that cannot be “switched off”. Advertisers particularly value this quality in networked campaigns to overcome the deficits of other advertising tools. But this has not yet been accepted in all parts of society and politics. One continues to encounter the preconception that promotional items are more of a gift than an effective advertising tool. To counteract this belief, the Gesamtverband der Werbeartikelwirtschaft (GWW) or (Umbrella Association of the Promotional Items Sector) commissioned a renowned institute to carry out a comprehensive effects study. The findings of the fundamental study can be summarized thus: the promotional item has acceptance values that are superior to almost every other advertising medium. It is therefore indispensable, especially in an effective interplay of the most varied communications forms. A form of advertising with enormous potential, because the effect is what convinces - as it surely would convince you too.

Published by: GWW

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