Get the FLASH PLAYER to view this magazine:

Get Adobe Flash player

- or -

View as HTML version

www.psi-network.de 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

Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Page 27
Page 28
Page 29
Page 30
Page 31
Page 32
Page 33
Page 34
Page 35
Page 36
Page 37
Page 38
Page 39
Page 40
Page 41
Page 42
Page 43
Page 44
Page 45
Page 46
Page 47
Page 48
Page 49
Page 50
Page 51
Page 52
Page 53
Page 54
Page 55
Page 56
Page 57
Page 58
Page 59
Page 60
Page 61
Page 62
Page 63
Page 64
Page 65
Page 66
Page 67
Page 68
Page 69
Page 70
Page 71
Page 72
Page 73
Page 74
Page 75
Page 76
Page 77
Page 78
Page 79
Page 80
Page 81
Page 82
Page 83
Page 84
Page 85
Page 86
Page 87
Page 88
Page 89
Page 90
Page 91
Page 92
Page 93
Page 94
Page 95
Page 96
Page 97
Page 98
Page 99
Page 100
Page 101
Page 102
Page 103
Page 104
Page 105
Page 106
Page 107
Page 108