Swag Makes Good Advertising Impression

Those tchotchkes given out at events may be worth more than you might think. Advertising specialties, or swag, beat out prime-time TV, radio and print advertising as the most cost-effective advertising medium available, according to the 2010 Global Advertising Specialties Impressions Study. Swag is less expensive per impression than most other media and is affordable and effective when compared to other forms of media, the study says. The findings include:

• In the U.S., the cost per impression of a promotional product stayed virtually the same from 2008 to 2010, at.005 cents, compared with.018 for prime-time TV,.029 for newspapers and.058 for radio spots.

• Males are more likely than females to own shirts and caps, while females are more likely to have bags, writing instruments, calendars and health and safety products.

• 75% of independent voters prefer consumer-branded products; nearly 1.5 times more than Democrats or Republicans.

Source: Advertising Specialty Institute

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