Excellent video on branding prepared by: University of East Anglia, Norwich Business School, Norwich Great Britain
Advertising specialties remain least expensive, per impression, than most other forms of advertising. The investment in ad specialties is modest, more targeted and allows for much greater levels of interaction with consumers than other forms of advertising. Promotional products have a lower cost per impression in the United States than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to radio and Internet advertising. Plus, while all of these other forms of advertising are often passive, advertising specialties allow for much more active interaction, such as storing valuable information on a USB drive or carrying groceries or other items around town in a promotional bag. A favorite T-shirt gets worn for many days and for many hours.
Also, consider that when consumers receive advertising specialties, they are often the exact market segment the advertiser is trying to reach. Banks aren't simply mailing out pens to consumers of all ages from all areas, whether or not they have a branch there. Rather, they are giving out the pens only to current or prospective customers in the geographic areas that they serve. This targeted approach to advertising is much more difficult, if not impossible, to achieve in other forms of mass market advertising.
More good news: The cost for advertising specialties is not expected to increase markedly in the years ahead, making them a more stable, reliable and innovative way for advertisers to reach consumers.
Even more good news: Consider that the cost of producing a 30-second radio or television commercial is often out of reach for all but the biggest advertisers. Many would have their entire advertising budget eaten up before they even aired the commercial more than a few times. This isn't true with advertising specialties. Companies from the smallest local businesses to the largest Fortune 100 companies have access to the best that the advertising specialty business has to offer.