1,000 marketers have voted the promotional products channel as one of the best ways to reach targeted audiences with a single campaign spend while contributing towards building a positive relationship.

The survey, conducted in November for the Promotional Products Association International, asked buyers to compare the medium against other sales and marketing channels such as TV ads, direct mail, newspapers, consumer magazines, trade publications, the Internet and social media on a number of key attributes.

Attributes measured included;

• Long term memorability
• Flexibility of spend
• Encouraging loyalty
• Reaching sudiences without annoying them
• Driving traffic - in stores, shows, events
• The best cost per thousand (CPM) for reaching specialty or niche audiences
• Best CPM for mass audiences
• Best possibilities for message customisation

The survey (conducted by Glenrich Business Studies and Louisiana State University), found respondents voting promotional products as the leading medium in five of those eight categories, losing out only on the two CPM attributes and the ability to customise messages.

Buyers gave the highest marks to promotional products as a way to make the most memorable impact on an audience with a single promotional spend, giving the channel a mean 3.8 points out of 5 on that score. They also gave promotional products a 3.9 rating for reaching an audience without risking offense or becoming a nuisance.