ASI’s Global Study Proves Promo Products Memorable and Popular

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2014 Global Advertising Specialties Impressions Study finds imprinted items have a lower CPI in the U.S. than prime-time TV, national magazine and newspaper ads, and a similar CPI to spot radio and Internet advertising.

ASI study proves logoed promotional products deliver commanding advertiser recall among 85% of consumers surveyed.

“World-wide, we found end-buyers who consistently remember the advertisers on logoed items and who feel good about the brands on promo products they use day in and day out,” said ASI CEO Timothy Andrews.

The Advertising Specialty Institute® (ASI) today released groundbreaking global research proving logoed promotional products deliver commanding advertiser recall among 85% of consumers surveyed.

The superior recall far exceeds other advertising and marketing alternatives, creating a higher return on investment (ROI) than other forms of media. For its 2014 Global Advertising Specialties Impressions Study, a cost analysis of promotional products versus other advertising media, ASI conducted thousands of in-person interviews with businesspeople and students in key cities across North America, Europe and Australia, including Tampa, Charlotte, Minneapolis, Denver and San Diego.

“World-wide, we found end-buyers who consistently remember the advertisers on logoed items and who feel good about the brands on promo products they use day in and day out,” said ASI CEO Timothy Andrews.

Results found that that at about half a penny, promo products have a lower cost-per-impression (CPI) in the U.S. than prime-time TV, national magazine and newspaper ads, and a similar CPI to spot radio and Internet advertising, according to the study.

Study results also show logoed items like pens, shirts and mugs that companies, schools and non-profits give away to advertise their brand or event or to thank employees and clients are consistently popular and persistent, with most people owning about 10 items they generally keep for seven months.

2014 study highlights include:

  • Bags, which are generally mobile and therefore seen by more people, generated the most impressions in Sydney with more than 5,800 a month.
  • Half of Mexican consumers own promo drinkware, the highest percentage in North America.
  • In Madrid, 34% of surveyed residents own a promo USB drive, the highest of any area measured.

ASI’s research studies are the most influential in the industry’s history, continuously cited throughout the B-to-B industry and across the advertising and marketing spectrum.

For more information, contact Nate Kucsma, ASI’s market research director, at nkucsma(at)asicentral(dot)com.

About ASI
The Advertising Specialty Institute (ASI; http://www.asicentral.com) is the largest media, marketing and education organization serving the promotional products industry, with a network of over 25,000 distributors and suppliers throughout North America.

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