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Industry 60 P romotional products do not fail in their eff fect in Sweden, either. This is the conclusion reached by a study commissioned by the Swedish promotional products association SBPR. Here 85 percent of those surveyed stated that they had received a promotional product that still stuck in their memory. So promotional products are one of the advertising tactics that leave a positive impression with their recipients in the far north, as well. One-third of all those surveyed indicated that they generally had a (very or quite) positive attitude to promotional products. Compared to other advertising channels, this is a good “outcome”, as the study puts it. Only cinemas can promise a stronger advertising impact in Sweden. Promotional products have to be of benefit What is important to the Swedes is that promotional products are of benefit. Four out of five of those surveyed mentioned this argument when asked which characteristics of a promotional product they considered to be si- PSI Journal 10/2016 Different country, different customs. Different countries, different attitude to promotional products? Or do they bond people together because they have the same significance everywhere? After having presented studies of industry associations in France, Poland, and Ukraine, it is now up to Sweden. The Swedish promotional products market Divided response in the far north gnificant. This was important to 70 percent, after all, while 63 percent attached great importance to the design. Aspects related to uniqueness, the point in time at which a recipient received a product, and the giver of the promotional gift were of less significance when it comes to the positive impression of promotional products. Image-enhancing effect For 31 percent of the Swedish recipients surveyed, promotional products helped give them a positive attitude to a brand. Only four percent were negatively impacted by receiving a promotional product. However, more than half (58 percent) did not feel influenced one way or the other. An interesting observation is that a different significance was imputed to the role of promotional products with regard to their influence on decisions. While a good third (29 percent) admitted that promotional products – together with TV commercials – were best suited to shape a brand and form its image, only 13 percent felt influenced by promotional products in their purchasing decisions. This discrepancy is that much more remarkable in light of the fact that it is not as severe for any other advertising medium. In brief, they took first place in branding, but came in fourth with regard to buyer decision-making. Thus promotional products came in behind TV commercials and newspaper ads (20 percent each), as well as advertising in magazines (18 percent). What is astounding in this connection is that Internet advertising only convinced a paltry one in ten of those surveyed. Promotional products as daily companion The study not only showed that most of those surveyed have already received a promotional product, but 30 per-

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