LASTING IMPRESSIONS:
SURVEY OF BUSINESS TRAVELERS REVEALS INDELIBLE POWER OF PROMOTIONAL PRODUCTS

Irving, Texas, (November 10, 2004) Have you read a newspaper in the past week? Do you remember any of the advertisers? Many people don't, according to a recent survey conducted by L.J. Market Research for Promotional Products Association International (PPAI). However, not every advertising medium was so forgettable. As in past, similar surveys, promotional products proved very memorable, with a recall rate significantly higher than other forms of advertising.

The intercept poll at a major U.S. international airport asked more 800 persons--consisting mainly of business travelers--to complete a 22-question survey. This airport interview is the latest in a series of airport-intercept studies for PPAI that began in 1988.

Based on the answers to the questions, the following significant results about the impact and recall of promotional products have been extracted:

* Nearly three quarters (71.2 percent) had received a promotional product in the past 12 months. Of that group, 76.1 percent could remember the name of the advertiser who gave them the product.

* Comparatively, of the 80 percent who said they had read a newspaper in the past week, only 53.5 percent could remember the name of a newspaper advertiser.

* When asked if they had a promotional product with them, 33.7 percent said they did and of that group, 86 percent could recall the name of the advertiser. As far as individual items, pens were most frequently mentioned as the item in their possession.

* About three quarters of the respondents said they were familiar with the advertiser before receiving the item. More than half of them (52 percent) said they had previously done business with the advertiser.

* More than half the respondents said they held a more favorable opinion of the advertiser after receiving their item. Also, close to half the respondents that had never done business with the advertiser, but said they were more likely to do so after receiving the product.

* Respondents said they generally kept promotional items a long time. (About 31 percent kept their items as long as six months to a year; 54.7 percent kept the item for more than a year.)

* The reason they kept the products was because it was useful. Moreover, the items tended to be used or referred to frequently--at least once a day, reported 45.2 percent of the respondents. Seventy-three percent of the respondents reported using the item at least once a week.

For more details about this study, or for more information on Promotional Products Association International (PPAI) or the proven power of promotional products, visit the PPAI Web site at http://www.ppa.org/(click on MEDIA INFORMATION) or contact PPAI at 972-258-3041 or PR@ppa.org.

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