What Advertising Vehicle Really Works Best?

As advertisers carry on the debate over the next great marketing medium, a study released by the Advertising Specialty Institute found that it's not TV, print or radio that is grabbing customers attention the best; but promotional items.

One of the riveting results of the survey-- the cost basis for eye-ball catching, long-lasting (durable), utility-centric premiums is as low as 4/10 of a penny.

Not a $40 CPM, not a $4 CPM, not a $.40 CPM... but a fraction of a penny...

And, prescient pundits that we are, merely a month ago, we profiled a brilliant premium idea; the Laptop Cabana from MGS Brands



The ASI survey asked 600 participants (mostly over the age of 21) to recall promotional items received over the last 12 months and their effect on their purchasing habits. Key points raised by the study were:

• 8/10 respondents remembered a brand based on a product they had received.
• 24% said that they were more likely to do business with an advertiser based on items they receive
• Nearly 2/3 indicated they had done business with an advertiser after receiving a promotional gift.
• 80% of promotional items were kept as they were considered useful.

These statistics concluded that marketers get a more favorable return on investment from CPI, significant recollection amongst those who received promotional gifts, and improved purpose amongst recipients to make purchases from the promoter.