THE 5Rs OF PROMOTIONAL PRODUCTS

REACH RECALL RESONANCE RELATIVITY REACTION

Brands have always relied on advertising vehicles to communicate with their target audiences. This traditional advertising
model is built to ultimately direct the consumer path to purchase back toward the brand. In order to measure success,
brands rely on performance metrics to evaluate the strength of the selected advertising channel. The recent PPAI
(Promotional Products Association International) Consumer Study employed five key performance metrics to evaluate
the role of promotional products as an advertising channel. These metrics were designed to capture quantifiable results
throughout the consumer path to purchase.
The result: promotional products are built to leverage the greatest reach, drive recall and fiercely resonate to engage
the best reaction among consumers, relative to any other advertising channel.

REACH RECALL

89% of consumers
have received a
9 in 10 recall the
branding

recall the
promotional product 8 in 10 message
in the last six months recall the
7 in 10 call to action
RESONANCE A COMPANY’S:
Who Recalls What Best? NAME
LOGO } BRANDING

82% Millennials best recalled social media. } MESSAGING

SLOGAN
TAGLINE
Generation Xers best recalled directional calls to WEBSITE
action, or statements with definitive instructions. SOCIAL MEDIA
CALL TO
had a more favourable
CONTACT ACTION
Baby Boomers best recalled points of reference DIRECTIONAL
such as website domains or contact information.
impression of the brand HASHTAG

RELATIVITY REACTION

Ranked
#
1 most effective 80%
form of advertising to prompt action across all generations
researched
the brand

more likely to
Promotional
Products

Millennials
Broadcast

GEN Xers
Online

Baby
Boomers
Print

Silent
Generation
Mobile
83% do business
with the brand

1)
2)
81% keep
promotional
products
for more than a year
3)
4) 41% 22% 18%
5) 1-5 Years 6-10 Years 11+ Years

TOP 3 REASONS functional trendy fun

people keep promotional products:
Copyright © 2017 Promotional Products Association International. PPAI Research™. All rights reserved.