The future generally looks good for effectively using promotional products. The trends
away from demassification and toward niche marketing bode well for the industry. In a
paper presented to the American Academy of Advertising, Dr. Marjorie Cooper of Baylor
University cited five current trends relating to promotional products:
- Clutter in the mass media is creating an ever-increasing
opportunity for promotional products programs to replace media advertising. Specialty
products offer a strong alternative to an already overcrowded media situation.
- Businesses have realized that in mature markets, especially
service businesses, relationships must be built and maintained. Promotional products are
well suited for such promotional objectives.
- Suppliers have, in recent years, offered the industry a
virtually unlimited supply of technically superior products that can be applied to
promotional programs.
- Buyers and other relevant publics are gaining a better
behavioral understanding of the promotional products process. The learning
reinforcement-based effects are at the source of the most successful promotional products
programs.
- Marketers are only beginning to learn the advantages of a
complete marketing strategies that include both promotional products and mass media.
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