Product Popularity
For this section, respondents were asked to provide up to three promotional items they had received in the last 12
months. Promotional items were defined as items that include pens, T-shirts, mugs, calendars, or any items that have
a logo or message from an advertiser on them; they are usually given away for free to consumers in hopes of positively
influencing their purchasing preferences or their attitudes toward the advertiser.
As the chart below reveals, writing instruments were the items most commonly cited, as nearly one-half (49%)
of promotional product recipients reported getting at least one in the last 12 months. There are also significant
differences by country, as revealed on the chart.
Key Takeaways
On the next 10 pages, the product categories are further broken out to show their popularity by a variety of
demographics. As an example, on the “Product Spotlight: Calendar” page, it is noted that calendars are most popular
among consumers over 45 years old, and more popular among women than men; on the “Product Spotlight: Bags”
page, there is data showing that Asian consumers have the highest incidence of bag ownership.
Distributors can use these highlighted differences to recommend the best products and ideas to their clients, keeping
in mind the targeted audience.
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
50%
43%
29%
21%
17%
16%
14%
9%
8%
5%
USA
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
48%
36%
25%
25%
16%
21%
13%
12%
11%
16%
CANADA
GREAT BRITAIN
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
56%
34%
23%
25%
17%
10%
20%
16%
6%
6%
FRANCE
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
46%
43%
24%
21%
12%
10%
9%
19%
8%
11%
Most Popular Products By Category
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
50%
43%
29%
21%
17%
16%
14%
9%
8%
5%
USA
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
48%
36%
25%
25%
16%
21%
13%
12%
11%
16%
CANADA
GREAT BRITAIN
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
56%
34%
23%
25%
17%
10%
20%
16%
6%
6%
FRANCE
5.8
WRITING INSTRUMENTS
SHIRTS
BAGS
CALENDARS
DESK/OFFICE ACCESSORIES
CAPS/HEADWEAR
DRINKWARE
USB DRIVES/FLASH DRIVES
HEALTH & SAFETY PRODUCTS
OUTERWEAR
46%
43%
24%
21%
12%
10%
9%
19%
8%
11%
Most Popular Products By Category
©2012 Advertising Specialty Institute®. All Rights Reserved. 5
OF U.S.
CONSUMERS
OWN LOGOED
WRITING
INSTRUMENTS
50%
Product Spotlight: Writing Instruments
66%
Sign Here
The Founding Fathers
used a fountain pen to
sign the U.S. Constitution,
and today, Philadelphians
still exhibit their love for
promo pens and pencils.
of consumers in Philly
say they own a branded
writing instrument, vs.
50% in the U.S. overall.
More Females than
Males Own Promo
Pens & Pencils
52% 45%
Income Gap
Consumers earning $100,000+ are the least likely to own
a promo pen or pencil.
= less likely to own a
promo pen or pencil
than those who make
less money
<$50,000 = 51%
$50,000-$99,999 = 53%
60% of Caucasian
consumers own
branded writing
instruments – 12
percentage points
more than any other
ethnic group.
Seeing Red
Republicans are more likely
to own a promotional
writing instrument than
Democrats or Independents.
of Republicans
have them in their
homes or offices.
62%
55% of Independents and 53%
of Democrats make the same
claim.
Better With Age
Although writing instruments are favorites among every age
group, they’re most popular with older consumers.
21-34
35-44
45-54
55+
47%
46%
50%
56%
46%
$100,000+
©2012 Advertising Specialty Institute®. All Rights Reserved. 6
Everyone Loves
A Free T-Shirt!
Across all income
levels, the percentage
of consumers who
own a promotional
T-shirt remains about
the same.
Latino Market Magnet
Have clients that want to target the fast-growing
Hispanic sector in the U.S.?
The Voters Speak
While many members of each political
party say they own a promotional T-shirt,
Independents lead the way.
48% of Independents say they have
a logoed shirt at home. Only
44% of Republicans and 39% of
Democrats make the same claim.
50% of consumers in
Dallas say they own
a promotional T-shirt
vs. 43% in the U.S.
TEXANS
Wear It Well
Of the 12 global cities
that researchers polled
consumers in, Dallas
leads the way.
★
OF U.S. CONSUMERS
OWN A PROMOTIONAL SHIRT 43%
<$50,000 $50,000-$99,999 $100,000+
46% 47% 46%
54% of Latino
consumers own
a promotional
T-shirt, the most
of any racial
demographic.
More Males Own
Promo Shirts
Than Females
46%
41%
GO YOUNG!
Younger consumers
are more likely to own
a promotional shirt.
Product Spotlight: Shirts
55+
21-34
35-44
45-54
49%
46%
36%
34%
©2012 Advertising Specialty Institute®. All Rights Reserved. 7
Age Matters
The 55+ crowd is most likely
to own a logoed bag.
31%
OF U.S. CONSUMERS
OWN A PROMOTIONAL BAG 29%
37% of consumers in LA
say they have one –
the next highest is
Chicago with 36%.
Hollywood
Attraction
Los Angeles leads
the way in promo
bag ownership.
Product Spotlight: Bags
Low-Income Targets
People with household incomes of less than $50k are the most
likely to own promotional bags.
<$50,000 = Most likely
to own a
logoed bag
35% The percentage of
Asian consumers who
own promo bags, the
most of any racial
demographic group.
Leaning Left
Democrats are
slightly more likely
than Republicans
(27%) and Independents
(29%) to
have promo bags
in their homes.
★
Women Rule
Nearly twice as many
women as men say they
own promotional bags.
29%
21-34
26%
35-44
31%
45-54
33%
55+
37% 20%
©2012 Advertising Specialty Institute®. All Rights Reserved. 8
Product Spotlight: Calendars
21%
OF U.S.
CONSUMERS
OWN A PROMOTIONAL
CALENDAR
24% Quarter Mark
of African-American
consumers own a
promo calendar – the
most of any demographic
group by at least three
percentage points.
It’s a Date
By a slight
margin, women
are more likely
to own a logoed
23% calendar. 20%
23% of Republicans own
a branded calendar,
compared to 21% of both
Democrats and Independents.
To the Right
of them say
they have at
least one at
home or in the
office.
Northern Exposure
Consumers in Montreal are
most likely to own a logoed
calendar.
37%
Go Older
Have clients targeting older demographics?
Calendars could be the solution.
30%
$100,000+
32%
$50,000-
$99,999 29%
<$50,000
As consumers
age, they’re
more likely
to own a
promotional
calendar.
Calendars appeal
to consumers of all
income levels.
Flexible
Income
21-34
35-44
45-54
55+
13%
25%
28%
28%
©2012 Advertising Specialty Institute®. All Rights Reserved. 9
Product Spotlight: Desk Accessories
21-34 35-44 45-54 55+
20%
18%
15% 13%
OF U.S. CONSUMERS
OWN A LOGOED DESK ACCESSORY 17%
My Kinda
Town
Chicago leads
the way in desk
accessory
ownership, with
of consumers
there saying
they have
logoed items in
their offices.
★
21%
In the Middle
20% of Independents
own office and desk
accessories, just
trumping Democrats at
19% and Republicans
at 16%.
19% 20%
16%
The Right Target
Have clients looking to attract
Asian consumers? You may want
to suggest going with a desk
accessory or office item.
Office Toys
to the Young
Younger consumers
are more likely to
have a branded item
on their desks.
22%
Go Low
The lowest-income
earners tend to be the
most likely group by
financial breakdown to
own a logoed desk
accessory.
of consumers
making less than
$50k per year
own one.
19%
African
American
18%
Hispanic
17% Caucasian
21% Asian
20% to 14%
Inspector Gadget
Women are more likely to own a promo
desk accessory in their offices than men,
by a margin of
ABC
©2012 Advertising Specialty Institute®. All Rights Reserved. 10
Product Spotlight: Hats
Wear it Well
Caucasians are the most likely
demographic group to own logoed caps.
OF U.S. CONSUMERS
OWN A PROMOTIONAL HAT 16%
Men at Work
Male consumers are nearly
twice as likely as females
to own a branded cap.
17%
15%
14%
11% Caucasian
African American
Hispanic
Asian
Priced Right
Caps appeal to all
income groups, but
those earning between
$50k and $100k own
the most hats.
15%
19%
18%
Trending Red
While 19% of Independents
and 18% of Republicans own
promotional caps, only 15%
of Democrats have a branded
hat at home.
22% 12%
Protection from the Cold
They must need to keep their heads warm up north.
<$50,000 $50,000-$99,999 $100,000+
17% 22% 20%
Age Neutral
While caps are popular among all ages, those 45 and older are most
likely to own one.
21-34 14%
35-44
45-54
55+
22%
16%
18%
25%of people in 21%
Toronto and
of all Canadians
own promo caps.
©2012 Advertising Specialty Institute®. All Rights Reserved. 11
Mugs for
the Middle
Mid-income
consumers are
slightly more likely
to own branded
drinkware than
those at other
income levels.
Product Spotlight: Drinkware
More Women
Own Logoed
Drinkware
than Men
12%
15%
17% of Asian consumers
own logoed
drinkware, the
most of any racial
demographic.
Gen-Xers and their Older
Counterparts Own More Drinkware
Than Those Under 35
14% OF U.S.
CONSUMERS
OWN BRANDED
DRINKWARE
$50,000-$99,999
15%
$100,000+
14%
<$50,000
12%
11%
17% 16% 15%
21-34
35-44 45-54
55+
Drink Up, Philly!
Of the 12 global cities surveyed,
Philadelphians love their logoed
mugs and glasses the most.
of consumers
in Philly own
promotional
drinkware.
21%
of Democrats, Republicans and Independents each own
at least one item in this category.
A Close Race
Members of the three major political parties are all similar in their
preferences for drinkware.
14% 14% 14%
©2012 Advertising Specialty Institute®. All Rights Reserved. 12
Product Spotlight: USB Drives
Upscale Tech
12% of Asian consumers
in the U.S. own
branded USB drives,
leading the way
among all racial
demographic groups.
Independent =
Techie?
More Independent voters own
branded USB drives than
Democrats or Republicans.
OF U.S. CONSUMERS
OWN A LOGOED USB DRIVE 9%
Men are More
Likely to Own
a Branded USB
Drive Than Women
11%
27% 7%
e c ! Parisians are far more
likely to own promotional
USB drives than
consumers in other cities:
of them own them,
versus 9% of U.S.
consumers.
Trending Young
Younger consumers are more likely to own a
promo USB drive than their older counterparts.
55+
45-54
35-44
21-34
7%
6%
9%
11%
Six-figure
earners are
more likely to
own a logoed
USB drive than
those in other
economic
groups.
8%
11%
9%
$50,000- $100,000+
$99,999
<$50,000
8% 11% 14%
©2012 Advertising Specialty Institute®. All Rights Reserved. 13
Product Spotlight: Health & Safety Items
OF U.S. CONSUMERS
OWN PROMOTIONAL
HEALTH & SAFETY
PRODUCTS
8%
More Women
Own Promo
Health & Safety
Products
Than Men
10% of African Americans
own logoed health
and safety items, the
most of any racial
demographic.
10% have an item
in their office
or home,
compared to 8%
of Democrats
and 7% of
Independents.
To the Right
Republicans are the most likely to own a
promotional health or safety item.
11% Safe, Healthy Cities
of consumers in
Dallas
and Montreal
own promotional
health & safety
products,
vs. the U.S. average
of 8%.
Cashing In
Higher earners are the safest.
Health Conscious
Middle-age consumers are the most likely to own a branded
health or safety product.
14%
$100,000+ = Most likely
to own
branded
health and
safety
products
<$50,000 = 8%
$50,000-$99,999 = 8%
+ 10%
6%
8%
9%
5%
21-34
35-44
45-54
55+
10%
©2012 Advertising Specialty Institute®. All Rights Reserved. 14
Product Spotlight: Outerwear
6%
8%
Big Bucks
Higher earners are more likely to own a promotional jacket.
of African Americans
and Hispanics own
logoed jackets.
of Asians and
of Caucasians keep them
in their closets.
OF U.S. CONSUMERS
OWN PROMOTIONAL OUTERWEAR 5%
Zip It,
Youngster!
Young consumers are
slightly more likely to
own promotional
outerwear
than older consumers.
21-34
35-44
45-54
55+
6%
6%
4%
2%
Split Votes
of Democrats own promotional outerwear,
while 5% of Independents and 4% of Republicans
make the same claim.
European Chill
Of the 12 global cities where researchers
interviewed consumers, Paris and
London led the way in outerwear.
of Parisians
and Londoners
own it,
vs. 5%
in the U.S.
and Canada.
6% 4%
More Men
Own Promo
Jackets Than
Women
7%
5%
4%
6% 5%
$50,000-$99,999
8%
<$50,000 $100,000+
©2012 Advertising Specialty Institute®. All Rights Reserved. 15
Staying Power
In addition to identifying the logoed items they had kept, respondents were asked how long they had kept the
item that they received within the last 12 months. On average, ad specialty items are kept for nearly six months in
the U.S., slightly less time than in other countries. Awards are typically held the longest, for about eight months.
Writing instruments are held the shortest amount of time, at just over five months. The length of time items have
been kept has stayed about the same since the survey has been conducted.
Key Takeaway
• One of the advantages promotional products have is that just one item can deliver a message for a far longer time
period than other forms of advertising. Advertisers can reinforce their brand or a call to action for an average of
nearly six months, and even longer on some products such as outerwear or mugs.
Number of Months Promotional Items are Kept
MONTHS
AWARDS
OUTERWEAR / FLEECE
DRINKWARE
CALENDARS
DESK / OFFICE ACCESSORIES
BAGS
AVERAGE
USB DRIVES
SHIRTS
CAPS
HEALTH / SAFETY ITEMS
WRITING INSTRUMENTS
0.0 1.0 2.0 3.0 4.0
7.6
7.3
7.1
7.0
6.3
6.3
5.8
5.7
5.7
5.6
5.2
5.1
5.0 6.0 7.0 8.0
On average, respondents have an item for 5.8 months. Awards are typically held the
longest at 7.6 months, while writing instruments are the shortest at 5.1 months.
©2012 Advertising Specialty Institute®. All Rights Reserved. 16
Not for the Garbage
Are promotional products that recipients decide not to keep destined for the trash? Not likely. In this year’s study,
66% of the respondents in the U.S. said that when they receive a logoed item they don’t wish to keep, they give it to
someone else. This is up 15 percentage points from 2008, while those indicating they throw the item away dropped
nearly in half, to 16%. About 17% say they file the item away and never notice it again.
Key Takeaways
• Promotional products are not simply thrown away. Items are kept because they’re useful, or given to someone who
can use them. Advertisers’ messages often go beyond the initial target.
• As awareness of recycling in the U.S. has become more prevalent, so has the desire to pass along unwanted
promotional products.
Usefulness is Key
Consumers will be much more likely to keep a promotional product that is useful, according to the survey. About
eight in 10 (81%) of product recipients indicated that an item’s usefulness is the primary reason to keep it. In addition,
23% of recipients said they kept an item because it’s attractive, and 26% say they keep a promotional product
simply because it’s “enjoyable to have.” In particular, items like writing instruments, USB drives and calendars
are more frequently kept because they’re useful. Items like awards are kept by 61% of recipients because they’re
“enjoyable to have.”
Key Takeaway
The practical applications of promotional products should be stressed. If the product isn’t useful then a consumer is
much less likely to keep it, with the exception of awards and items like calendars and magnets, which are often also
kept because they’re attractive and/or contain useful information, such as phone numbers or website addresses.
Since 2008, fewer U.S. recipients of ad specialties are throwing them out; instead, two-thirds give them to someone else.
Fate of Promotional Products in the U.S. Not Kept
Give it to
Someone Else
2010
62%
Give it to
Someone Else
16% Put it Away & Forget it
22% Throw it Away
2008
30% Throw it Away
51%
19% Put it Away & Forget it
Give it to
Someone Else
16% Throw it Away
66%
18% Put it Away & Forget it
Give it to
Someone Else
2012
©2012 Advertising Specialty Institute®. All Rights Reserved. 17
How Many Items do People Own?
In the study, respondents were asked how many logoed items they currently had in their homes and/or offices. As
indicated in the accompanying charts, people in the U.S. own an average of 10 promotional products. But the number
varies according to U.S. city, country, gender, race, income, age and political affiliation.
Key Takeaway
Knowing the target audience can help any
marketing initiative be more successful.
While promotional products are widely
valued, some groups have more than others,
either by interest or opportunity. Montreal
Paris
Philadelphia
Seattle
7.9
8.3 8.4 8.4
9.3
9.7
9.9 10.0 10.1
10.3 10.4
11.2
London
Miami
Chicago
New York
Dallas
Toronto
Vancouver
Los Angeles
Residents of Los Angeles own
the most promo products.
Who owns the most ad specialties?
Males in the U.S. have the most ad specialties,
while females in Great Britain have the fewest.
9.6
9.8
8.1
7.7
9.3
9.9
9.1
8.5
average
number
of items
owned
African American Hispanic Caucasian
9.0
Asian
Typically, people have about 10 ad specialties.
Asians have more ad specialties than any other group.
8.2 10.1 11.4
Less than
$50,000
Own 8.6
Promotional
Products
$50,000
- $99,999
Own 10.4
Promotional
Products
$100,000
- Plus
Own 10.7
Promotional
Products
People who make:
In the U.S. as income increases, so does the number of ad specialties owned.
Those aged 45-54 own the greatest number of ad specialties .
U.S. Females U.S. Males
35 to 44 Years Old
45 to 54 Years Old
55+
10.8
10.9
10.2
9.7 21 to 34 Years Old 8.9
8.4
10.7
10.5
9.6%
10.2%10.6%
Independent
Democrat
Republican
Republicans have more ad specialties than
Democrats or Independents.
©2012 Advertising Specialty Institute®. All Rights Reserved. 18
Section Two
Recipients’ Views on Advertisers
For this section, we asked respondents whether they could identify the advertisers on the promotional items they
currently owned. The result: Nearly nine in ten (87%) recipients of promotional merchandise can identify the
advertiser on the item. This has been consistent since 2008. As the chart below reveals, of all major product categories,
outerwear has the highest recognition of all promotional items: 97% of respondents who have logoed outerwear can
name the advertiser on the items. Wearables as a whole maintain a very high advertiser awareness rate.
Key Takeaways
• Distributors who have clients looking to get their company or brand’s name in the marketplace have a
compelling reason to suggest advertising specialties as a marketing solution: Promotional product recipients
clearly remember the advertisers on the items they receive.
• Part of the reason why outerwear has a commanding advertiser recall is that consumers receive fewer jackets
and other outerwear items than they do other popular promotional items. And in interviews with our on-thestreet
researchers, it was obvious that businesspeople consider jackets to be expensive, which helps ensure
that they’ll keep them and wear them repeatedly. Distributors looking to present clients with an item of high
perceived value that has high advertiser recognition might consider outerwear as an option.
Remember
the Advertiser
87%
On Average
Owners of ad
specialties recall
the advertiser
87% of the time
in the U.S., the
highest of any
country.
#1
Among traditional ad specialties, 97% of outerwear recipients remember
the advertiser.
©2012 Advertising Specialty Institute®. All Rights Reserved. 19
Swaying Opinions
In this section, we also asked consumers their opinions of advertisers who gave them a logoed item. Over one-half
(52%) of the time, ad specialties leave a more favorable impression of the advertiser. This trend was seen across all
countries.
Outerwear leaves the most positive impression of the advertiser, as nearly three-quarters (73%) of branded
outerwear recipients had a more favorable impression of the advertiser. Drinkware and writing instruments
deliver the lowest percentage of positive impressions (47% and 42%, respectively).
Key Takeaway
All categories of promotional products generate favorable impressions of the advertisers as a whole, combating
some buyers’ objections that promotional products do not sway consumers’ minds. However, some of the
most popular items in the industry, such as writing instruments, generate the lowest percentage of positive
impressions. This is likely because of the commodity nature of the items. Products that stand out even in the most
common categories (such as a multifunctional pen or a mug that changes colors when liquid is poured into it) are
the ones most likely to generate goodwill toward the advertiser.
How Recipients Feel About the Advertiser
OPINIONS
OUTERWEAR
SHIRTS
RECOGNITION ITEMS
CAPS / HEADWEAR
USB DRIVES
HEALTH / SAFETY ITEMS
DESK / OFFICE ACCESSORIES
BAGS
AVERAGE
CALENDARS
FOOD / BEVERAGE
DRINKWARE
WRITING INSTRUMENTS
0% 10% 20% 30% 40%
73%
58%
56%
56%
55%
55%
53%
52%
52%
52%
50%
47%
42%
50% 60% 70% 80%
52% of recipients feel more favorable about the advertiser after receiving an item.
©2012 Advertising Specialty Institute®. All Rights Reserved. 20
Ad Specialties Generate New Business
When consumers were asked how likely they were to do business with an advertiser they hadn’t previously done
business with after receiving an item, about 31 percent said they were more likely to
do business with them in the future.
Some items generate even more goodwill from consumers: For example, about 53 percent of recipients of logoed
outerwear said they’d be more likely to do business with an advertiser; recipients of USB drives were 43 percent more
likely to do business with an advertiser; and bag recipients were 42 percent more likely.
Key Takeaway
The uniqueness of outerwear and USB Drives likely contributes to their ability to generate future business. Items like
consumables and health and safety products need to be closely tied with the advertiser in order to be as effective as
other promotional products.
OF U.S.
CONSUMERS
1/3
Nearly 31% of those in the U.S. are more likely to do business with advertisers
after receiving a promotional item from them.
The likelihood for more business
©2012 Advertising Specialty Institute®. All Rights Reserved. 21
Section Three
Promotional Products Make an Impression
For this section, we attempted
to determine the average
number of impressions each
promotional product receives.
The number of impressions
a product makes was derived
from multiplying how long a
recipient has the product to
how many people he comes
into contact with each month
while using it. In the U.S., we
again saw that bags generated
the most impressions – 5,732 –
of any item in the study. That’s
because bags are frequently
used, often in public places
where they can be seen by
many people. Other items
that deliver extremely high
numbers of impressions in
the U.S. include caps, writing
instruments, outerwear and
shirts.
The following charts
illustrate the top products, by
country, that deliver the most
impressions:
Key Takeaway:
Items that create the fewest
impressions tend to be those
intended mostly for one
person, such as health and
safety items, USB drives
and consumables. The value
of these items is more in
the connection they make
with the user than the total
number of impressions
generated.
Distributors should work
with clients to determine the
goals of their campaigns and
the connection they want to
establish with the intended
recipient before selecting the
right vehicle to deliver the
message.
4,724
Impressions
4,066
Impressions
3,634
Impressions
2,253
Impressions
2,805
Impressions
1,852
Impressions
2,943
Impressions
3,449
Impressions
1,204
Impressions
The Most Impressions in the U.S.
5,732
Impressions
3,153
Impressions
1,990
Impressions
2,090
Impressions
In the U.S., bags generate by far the most impressions.
The Most Impressions in Canada
In Canada, bags also generate the most impressions.
The Most Impressions in Great Britain
Though the incidence of owning promotional outerwear items is low, they generate the most impressions.
November
The Most Impressions in France
Similar to Great Britain, the incidence of owning promotional outerwear is low, but a high number of impressions are generated.
5,125
Impressions
3,473
Impressions
2,730
Impressions
2,307
Impressions
November
2,372
Impressions
2,665
Impressions
1,700
Impressions
©2012 Advertising Specialty Institute®. All Rights Reserved. 22
The Cost-Effectiveness of Ad Specialties
According to the study, advertising specialties are less expensive per impression than most other forms of media.
The investment in advertising specialties is modest, more targeted and more achievable for smaller businesses than
other forms of advertising.
As the following chart illustrates, promotional products have a lower cost-per-impression in the United States
than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to spot
radio and Internet advertising.
Key Takeaway
Promotional products deliver the same or a
better ROI than other forms of media. But
when one considers the prohibitive cost of
producing radio or television commercials
or the cash outlay to buy sufficient Internet
advertising, promotional products offer the
best value. Promotional products can also
be used to more closely target the intended
message recipient than mass media.
Further, even smaller companies can
achieve as high an ROI as major corporations
by using advertising specialties because
even a modest investment delivers superior
results.
Conclusion
Advertising specialties occupy a unique
space in the advertising and marketing
world. Unlike other forms of media,
where the advertiser’s message is seen as
an interruption in what the consumer is
trying to do (i.e. watch a TV program or
surf the Internet), ad specialties are used
by consumers to achieve a goal, like drink
coffee, write or wear a shirt. And because the
products are kept and used repeatedly, the
advertisers are remembered, as is illustrated
by the extremely high advertiser recall of
most types of items.
In addition, the cost-per-impression is
comparable or better than the cost of other
forms of media, and even the smallest
marketing budgets can achieve big-budget
results using advertising specialties.
For More Information
To gain access to the full study data, plus
downloadable PDFs of the charts in this
study, visit asicentral.com.
National Magazines
NEWS
Newspaper
Internet
Spot Radio
The cost per impression of an ad specialty is better
than that of TV, magazines and newspapers.
0.5¢
0.3¢
0.6¢
0.7¢
1.8¢
1.8¢
Ad Specialties
Prime-Time TV
Ad specialties are highly cost-effective
©2012 Advertising Specialty Institute®. All Rights Reserved. 23
Demographics
The following is a breakdown of the demographics of all survey respondents who indicated they currently
owned promotional products.
Gender % Count
Male 44.9% 830
Female 55.1% 1,017
Total 1,847
Age
21 to 34 years 45.9% 852
35 to 44 years 22.4% 416
45 to 54 years 18.9% 351
55 to 64 years 10.4% 193
65 years and over 2.4% 44
Total 1,856
Race
American Indian or Alaska Native 0.7% 13
Asian 11.5% 214
Black or African American 8.7% 162
Hispanic or Latino 7.8% 145
White/Caucasian 67.6% 1,254
Native Hawaiian or Other Pacific Islander 0.3% 5
Other 3.4% 63
Total 1,856
Country
United States 60.0% 1,113
Canada 24.7% 459
Great Britain 8.4% 155
France 7.0% 129
Total 1,856
Promotional Products worth their weight in gold
