Are Gifts Wasted on the Media?

When it comes to promotional tchotchkes, every season is a season of giving. The PR industry spends $1 billion annually on "wearable" giveaways alone, typically T-shirts, hats and jackets, according to Angela West, a spokesperson for the Promotional Products Association in Irving, Texas. But the freebie action definitely heats up during the holidays. The question is whether gift giving is a worthwhile expense item in the PR budget. Rise Birnbaum, CEO of Z Communications in Arlington, Va.

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