January 27, 2009

Is The Pen More Powerful Than The Click?

It seems that when you give away a pen, or other writing instrument, that's printed with your advertising message it's more cost effective than other advertising media.

According to a new research study conducted by the Advertising Specialty Institute (ASI), among businesspeople over age 21, revealed that advertising specialties out performed all forms of TV, radio and print advertising as the most cost-effective advertising medium available.

The average cost-per-impression of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media. According to Nielsen Media data, says the report, the CPI for a national magazine ad is $0.033; a newspaper ad is $0.0129; a prime time TV ad is $0.019; a cable TV ad is $0.007; a syndicated TV ad is $0.006; and a spot radio ad is $0.005.

Writing instruments are the most commonly-owned advertising specialty, followed by shirts, caps, bags, glassware and desk/business accessories.

The survey results reveal that..

  • 84% of people remember the advertiser on a product they receive.
  • 42% have a more favorable impression of an advertiser after receiving an advertising specialty.
  • 24% indicate that they are more likely to do business with an advertiser on items they receive.
  • 62% of respondents have done business with the advertiser on a product after receiving it.

The data would certainly suggest that having your business name, website and other contact details printed on speciality gift items could be a cost effective means of advertising in the right niche markets. Not as easy or as inexpensive to deliver to your target audience but clearly advertising that has impact.

Would you consider investing in speciality gifts as a means of promoting your business and building your brand?

Filed under News by John

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