Reach is an important aspect to the marketing world. The idea is that you want to expose your ad to as many people as possible, and hopefully; this will lead to more consumers of your product. In the survey, participants (1,000) were asked how many ads for each medium they’ve been exposed to: how many promotional products in the past 12 months, how many tv ads in the past 2 weeks, how many print ads in the past 2 months, and how many online ads in the past 2 weeks. They found that volume is greatest with tv ads, and the least with promotional products. However, this was to be expected since tv naturally allows for the largest amount of exposure.
More importantly than reach, we must consider the ability of the ad to be recalled by the consumer. You could show an ad a million times to a million people, but if they can’t recall that ad or your product; you’ve wasted time, energy, and money. The survey looked at the number of the participants that could remember the brand or company of ads in each category. The percentage of people who had recalled the brand or company of the first ad they’d seen, for promotional products, was 82.6%. Compared to tv (67%), print media (60%), and online (31%); promotional products are clearly the most effective in this category.
The reaction to an ad is another critical factor when judging the success of an ad. The survey found that 20% of promotional product receivers purchased the product. Coming in second was print media, they had 13% purchase the product after seeing the ad. Finally, the survey reviewed what was dubbed “the annoyance factor”. Another important aspect to the advertising game, because it can be the reason a consumer refuses to purchase your product. In this regard, promotional products rated the least annoying, according to the participants, with only 6% that said it was annoying. Coming in second was print media, who had 20% of the participants claiming it as annoying.
The bottom line is promotional products work, and they work well. Perhaps lacking in the reach factor, promotional products make up for it in the other critical areas of advertising.
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