Stop spending your ad dollars on advertising: it turns out that swag is more effective. How do we know this?
Because the swag people tell us so!
The Advertising Specialty Institute just released a survey saying that pens, pencils, water bottles and coffee mugs yield a lower cost-per-impression, high memorability scores and, therefore, a higher ROI than primetime television or national magazine ads.
Ta-da!
Oy. Your average branded baseball cap – no matter how many of them you give away – is not a ready substitute for the story-telling ability of a TV or magazine ad.
That’s not to say that promotional items don’t have their place in many advertisers’ overall plans. I’m simply pointing out that ASI’s assertions would be far more believable if they’d pointed to this ”key ingredient” philosophy, rather than attempting to deliver an either/or-type conclusion.
Because if you force a shoot-out between a retractable solar-powered mini-flashlight and a well-done primetime :30… you’re gonna have a real hard time not getting laughed at.
Heck, it made this ad guy spill his breakfast gin and tonic!
promotional swag adscam.typepad.com
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