Program Types: Travel

Program Details: This study was conducted at Dallas Fort Worth International Airport using an intercept method in which an audience consisting mainly of business travelers were asked to complete a 22-question survey. The results of this study are based on a sample size of 536 completed surveys, twice the number of participants in similar studies done previously for the Association.

Objective: Conduct survey to travelers for data on impact, exposure, and influence of promotional products.

Sponsor Assocication: PPAI

Results: Reach: • 71% of an audience consisting primarily of business people reported having received a promotional product in the last 12 months. • Moreover, Moreover 33.7% of this group had the item on their person—a coveted location for advertising that gets seen regularly. Recall: When asked: • 76.1% of the respondents could recall the advertiser’s name on the product hat they had received in the past 12 months. • In comparison, participants were also asked if they had read a newspaper or magazine in the past week. 80% of the participants said yes, but only 53.5% of them could recall the name of a single advertiser. Impression Of The Advertiser: Promotional Products are powerful opinion change agents. Results of the study reveal: • 52% of respondents did business with the advertiser after receiving the promotional product. • Of those who had not done business with the advertiser, almost half stated that they were more likely to do business with the organization that gave them the item. • The impression of the advertiser is important in building a brand. 52.1% of the participants reported their impression was more favorable since receiving the item. Frequent Exposure/Low Cost Per Impression: The frequency of promotional products ’ use is tantamount to advertising exposure. Of those who reported using the promotional item, 73% stated that they used it at least once a week. 45.2% used it at least once a day. In media measurement, the greater the frequency of exposure, the lower the cost per impression. Repeated Exposure: How long do people generally keep promotional products? 55% of participants generally kept their promotional products for more than a year. year This means repeated exposure over a long period of time. Pass-Along Exposure: Participants of the study were asked what they do with promotional products they do not plan to keep. Their responses indicate the possibilities of pass-along exposure. • 26% of participants reported that they give the item away to someone else. • 45% pass the item away. • 30% throw the item away if they do not plan to keep it. The 26% who give the product to someone else clearly provide ample pass-along exposure to the advertiser similar to that of magazine advertising

Award Date: 2006