Every advertiser’s mantra is recall. What do people remember about your ad? A PPAI study of American consumers surveyed in late 2009 revealed that 82 percent of consumers exposed to promotional products advertising within a one-year period recalled the company or brand advertised, while 75 percent could remember the advertising message.
Promotional products had a far greater recall rate for these advertising consumers when compared to ads they saw or read on television, print media and online advertising in the immediate past two-week period. What’s more, 83 percent of consumers reported that they liked to receive promotional products.
While recall is important, reaction to advertising is also vital. What actions did they take on seeing the ads? Twenty percent of consumers reported making a purchase within one year after receiving the promotional product, while only 13.4 percent had made a purchase after seeing a print ad in the immediate past two weeks, 7.1 percent had made a purchase after seeing a TV ad in the immediate past two weeks and 4.6 percent made a purchase after seeing an online ad in the immediate past two weeks.
When evaluating the impression of the advertiser, 52.6 percent of consumers had a favorable impression of the advertiser after being exposed to promotional product advertising whereas that same favorable impression was received by only 27.7 percent consumers exposed to TV advertising, 33.2 percent of consumers exposed to advertising via print media and 11.9 percent of advertisers exposed to online advertising.
