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PPAI Benchmark Study Reveals 74 Percent of Buyers At Advertising Agencies and Advertisers Find Promotional Products Effective

PPAI’s new benchmark study reports on satisfaction, buying habits and preferences of promotional products buyers’ at advertising agencies and advertisers.

Among key findings, the new benchmark study reveals that 96 percent of promotional products buyers at ad agencies and advertisers have purchased promotional products in the past 12 months and 74 percent consider them effective or highly effective.

Promotional Products Association International (PPAI; ppai.org), the world’s largest and oldest not-for-profit association serving more than 10,800 corporate members of the $19 billion promotional products industry, today previewed the results of a first-of-its-kind benchmark study of promotional products advertising buying habits and preferences among ad agencies and advertisers. The study preview was released at the conclusion of the promotional products industry’s annual awareness event, Promotional Products Work! Week, held April 21-25, 2014, to punctuate the power and effectiveness of the sixth largest advertising medium in the U.S.

Paul Bellantone, CAE, president and chief executive officer of PPAI, said, “The panel data gathered from 400 ad agencies and advertisers demonstrates that promotional products are effective, deliver a high level of brand recall and generate sales. According to the study, 74 percent of buyers at advertising agencies and large corporations consider promotional products effective to highly effective. This clearly gives the promotional products advertising medium a prominent place in the marketing mix. Advertising performance goals put a great deal of pressure on agencies and advertisers to deliver results, and study data shows promotional products can help drive a high rate of return on the dollar as a part of the core advertising planning and buying strategy.”

“The original form of ‘social media,’ no other advertising medium can deliver the face-to-face, hand-to-hand brand building of a promotional product,” said Kim R. Todora, PPAI’s manager responsible for buyer outreach. “Promotional products are the secret weapon in the marketing arsenal because they are useful and the only tangible long-lasting advertising medium with the ability to influence consumer behavior through multi-dimensional sensory engagement. For marketers, the efficacy of promotional products provides the best rate of reach, recall and response in the business, delivering an 88-percent brand recall and driving 85 percent of recipients to do business with the brand after receiving a branded product.”

The preview highlights significant promotional products advertising media buying attributes and satisfaction levels of advertising agencies and large corporate advertisers. The full report will be published in the June 2014 issue of PPB (Promotional Products Business) available on May 29.

PPAI benchmark study preview highlights:
•     96 percent have purchased promotional products in the past 12 months
•     74 percent of buyers at advertising agencies and large corporations consider promotional products effective or highly effective
•     Eight in 10 agencies and advertisers buy promotional products from promotional consultants
•     Apparel is the No. 1 promotional products category purchased and is considered one of the most effective.

PPAI’s more than 40 years of industry research supports the fact that promotional products are one of, if not the most valued of all advertising media. The new benchmark study report on promotional products buyers at advertising agencies and advertisers further substantiates promotional products are a worthwhile and highly effective medium for media buyers, advertisers and marketers as they consider their advertising investment options. PPAI is the publisher of the industry’s annual Promotional Products Sales Volume study and other research studies on the effectiveness of promotional products.

About PPAI
Founded in 1903, the Promotional Products Association International (PPAI) is the world’s largest and oldest not-for-profit association serving more than 10,800 corporate members of the $19 billion promotional products industry which is comprised of more than 33,800 businesses and a workforce of nearly 500,000 professionals. PPAI represents the industry in Washington, D.C., and advocates on its behalf. PPAI operates the industry’s largest trade show, (The PPAI Expo is held each January); leading promotional products safety and compliance program, more than 50-year-old professional development and certification program; and publisher of industry trade journals and periodicals. The multi-billion-dollar industry includes wearables, writing instruments, calendars, drinkware and many other items, usually imprinted with a company’s name, logo or message. For more information, visit PPAI.org and find us on Twitter @PPAI_HQ, Facebook, YouTube and Pinterest.