How Cost-Effective Promotional Products Are
Promotional products are used every day, often several times a day. They are looked at, written with,
put on and involved in a whole list of other basic activities that allow for multiple direct or subliminal
impressions of the imprinted ad messages.
By taking the general cost of a product (exact cost can vary because of quantity, intricacy of imprint and number
of colors in imprint, and possibly other specifications) and dividing it by the number of exposures the imprint
receives, you can get a general idea of your cost per impression (CPI).
Different Terms You'll Hear For Promotional Products
The four major groups of promotional products include:
* Advertising Specialties
* Business Gifts
* Incentive and Awards
* Premiums
Advertising Specialties are useful or interesting articles of merchandise, usually carrying an
imprinted advertising or promotional message, given with no obligation. Ad specialties are also referred to as
promotional products, giveaways and adcentives. They're usually distributed in large quantities for an
advertising-type purpose such as creating awareness/remembrance of a company, encouraging goodwill between a
company and its clients or calling attention to a special benefit of a company or its products; usually without
obligation.
Virtually every type of business, from financial institutions and Fortune 500 companies to gas stations and lumber
yards, use advertising specialties from time to time. Specialties are also used a great deal by nonprofit
organizations like schools, churches, clubs and amateur sports leagues. Your ad specialty consultant can provide
creative guidance for choosing just the right item for your organization.
Business Gifts are a product given by a business to its customers, employees, or friends for
goodwill and without obligation.
The imprint on such products is frequently the giver's company name or logo and sometimes they are personalized
with the recipient's name as well. However, the imprint on a business gift is usually smaller and placed in an
inconspicuous spot, known as a subtle imprint. Sometimes there is no imprint at all on the product itself, but
it is part of the accompanying card or tag. Some common reasons for gift-giving include thanking customers for
their patronage, developing business contacts, recognizing employee performance/longevity and celebrating special
occasions and holidays.
Incentives and Awards are recognition merchandise, often personalized, used to acknowledge
performance and milestones and motivate people toward a specific behavior or objective, be it more sales, fewer
accidents, etc. It is the fastest-growing segment of the promotional products industry, mostly attributable to
corporate America's increasing focus on motivation, workplace safety and goal-setting.
The most typical products associated with this category have been plaques, service pins, trophies and award
jewelry. But today, many other types of products are used as incentives and awards. Products are often selected to
reinforce the theme of a special incentive program, like an automotive accessory for a driver's safety program or
Elvis-themed products for a sales incentive trip to "Blue" Hawaii. More and more companies are using catalog programs
in which points are earned and redeemed for merchandise chosen out of a catalog.
Premiums are often the same product as an ad specialty, but unlike an ad specialty, the recipient
must do something to receive that product. Also, a premium is not always imprinted. When you buy a box of cereal
with a toy inside, you have received a premium. The same is true of the T-shirt you receive by mailing in a
proof-of-purchase coupon to a manufacturer or the sleeve of golf balls you received for recommending someone who
joined your golf club.
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