The Key Ingredient to Integrated Marketing !

Posted on 26/01/2007 by Henk KROON Categorized: Using Promotional products?

kim Thanks to Kim from Motivators Inc, Long Island, NY for the information below.
According to the Promotional Products Association International (PPAI), a new study proves that promotional products are a key ingredient to integrated marketing. Here’s the article in full:


According to the Promotional Products Association International (PPAI), a new study proves that promotional products are a key ingredient to integrated marketing. The article reads as follows:

NEW STUDY PROVES PROMOTIONAL PRODUCTS ARE THE KEY INGREDIENT TO INTEGRATED MARKETING

Irving, Texas, (December 18, 2006) A new study, just released by the Promotional Products Association International (PPAI), empirically proves that promotional products are an effective advertising medium and a key to integrated marketing campaigns.
A study of 18-34 year olds, the most sought-after demographic group in terms of advertising dollars, was conducted exclusively for PPAI by researchers at Louisiana State University and the University of Texas at San Antonio. The study, which was performed in a controlled environment, measured the following:

  • Effectiveness of promotional products, and comparison with two other media: television and print.
  • Synergistic effects of promotional products when used along with these other media
  • Preferred media by consumers for gathering of information about a product or brand.

Participants in the study were exposed to advertising for pizza via three media: television commercials, print and promotional products. A key finding of the study was that adding a promotional product to the media mix generated favorable attitudes toward the ad in all cases (up to 44%). And in some instances, the use of a promotional product as the advertising medium alone achieved maximum impact, up to 69% in increasing brand interest and 84 % in creating a good impression for the brand.

« It’s gratifying to see hard data prove what we as an industry have known for years, » said Steve Slagle, CAE, PPAI president. « Promotional products continue to grow in popularity because, simply put, they work. Promotional products are the only advertising medium capable of engaging all five senses. When used as a key element in the marketing mix, promotional products create a more positive outlook toward the ad and the brand. »

Based on the results of the study, researchers found that while print ads came in first overall, respondents preferred promotional products as an advertising medium rather than television ads.

  • Respondents had a more positive attitude toward an ad when exposed to advertising via a promotional product rather than through television commercials (41% to 18%).
  • They had a more positive attitude toward the product as a result of the promotional product rather than the television ad (20% to 16%).
  • Message credibility was higher with the promotional product than with the television ad (54% to 33%).
  • Intent to purchase was higher with the promotional product than with the television ad (25% to 17%).
  • And the referral value was higher with the promotional product than with the television ad (26% to 16%).

The study conclusively demonstrates that promotional products:

  • May be effectively employed as a stand-alone advertising medium.
  • When added to the media mix, will effectively supplement other advertising media.
  • Are a source of useful information.
  • Can enhance impressions of both brand and product.
  • Can contribute to the consumer intent to buy.

For a wide range of promotional products visit www.motivators.com.

For more information about Promotional Products Association International (PPAI) or to learn more about the proven power of promotional products (including research and case studies), visit the PPAI website at www.ppa.org or contact PPAI at 972-258-3041 or PR@ppa.org.

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