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View as HTML version PSI Journal 10/2016 cent stated that they used promotional products every day. Ballpoint pens were mentioned predominantly in this context. However, the study not only emphasized daily use, but also average weekly and monthly use. While ballpoint pens had a clear lead in all three periods under investigation (daily use 29 percent, weekly 57 percent, monthly 72 percent), the products next in line – cups and T-shirts – exhibited varying developments. Printed cups came out ahead in the assessment of daily (eight percent) and weekly (seventeen percent) use (by comparison: the figures for T-shirts were four and thirteen percent, respectively), a glance at the monthly analysis shows that T-shirts were worn slightly more often (28 percent) than cups were used (27 percent). In this connection, it is no surprise that a good third of those surveyed (30 percent) had a rather positive attitude to the companies and brands that handed out promotional products. What is much more remarkable, however, is that a mere four percent gave a more negative assessment to companies and brands that gave away promotional products. Nearly half of those surveyed stated that they usually kept promotional products. Every fourth person who showed interest would like to receive promotional products more often. This is primarily the age group up to 34 years. Surprisingly, however, the study found that this group was least likely to consider using a promotional product. Women show less interest The study also makes it quite clear who considers using a promotional product at all, identifying in this context four key groups: Enthused/convinced users: This group uses promotional products to a great degree and also has a positive attitude toward them. This group consists primarily of young men. Potential users: This group also has a positive basic attitude to promotional products, but tends to use them less frequently. This group is represented mainly by the middleaged. The unfaithful: The group of the unfaithful is rather the reverse of the group of potential users. They make extensive use of promotional products, but are surprisingly critical of this form of advertising. This group turned out to comprise more young and middle-aged men. The unimpressed: Little use – little connection. This is the essence of the group of the unimpressed, in which primarily seniors and women are found. The definition of the groups brought an astonishing insight to light that seems to differentiate Swedes from other countries: men have a generally more positive attitude to promotional products than women. < The Swedish promotional products association SBPR (Svenska Branschföreningen Profil- och reklamartiklar) commissioned a study to investigate the significance of promotional products as a means of communication and bearer of advertising messages. The interviews with 2,309 women and men of all ages and social classes were conducted by the Swedish market research institute TNS Sifo as part of an online survey. Towards which advertising carrying media do you have a positive attitude? Cinema advertising Promotional products Advertisement in stores Ads in monrning papers Outdoor commercials Direct marketing TV commercials Ads on internet Radio commercials E-Mail advertisement … per day Pens Mugs T-Shirts Bags Umbrellas … per week Pens Mugs T-Shirts Bags Umbrellas … per month Pens Mugs T-Shirts Bags Umbrellas 4 8 4 4 – 6 17 13 8 2 11 10 What is important for you in connection with promotional products? Usability Quality Design Uniqueness Time when given Kindness of the giving person Usage of promotional products … 29 27 28 23 16 21 57 24 24 81 70 63 45 43 37 72 32 30 30 All figures in % All figures in % 61

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