1. Targetability
2. Exposure Longevity
3. Creative Impact
4. Goodwill
5. Applications Flexibility

4. Goodwill

The only medium of advertising that has a built in integration system is that of promotional products. This is because "the word 'free' is one of the most powerful words in copy writing. Recent research supports the notion that goodwill results in repeat purchases, loyalty and recommending the product to others." (PPAI)

Studies by the students at Baylor University revealed that when a thank-you note was accompanied by a gift or ad speciality rather than on its own, customers' attitudes towards that firm improved by as much as 34 percent. The general feeling about a company an its people also increased by nearly 52 percent.

PPAI also quoted a study made by Arizona State University found that 'business gifts show evidence of working in synergy with the other elements of a marketing communications programme.'

Baylor University produced a research in 1993 with 20 Mary Kay beauty consultants, half of whom gave promotional products and half that did not, to 200 customers. They also asked the customers to refer them to an acquaintance. The results that produced the following results:

Graph II

Customers who received a promotional product were 14% more likely to provide leads than those who did not. Salespeople who gave promotional gifts to their customers received 22% more referrals than salespeople who did not use promotional products.

40% of the salespeople who used the gifts commented on how well the gifts were received by their customers.

Details: (Results supplied by a Marketing Sales Representative of Mary Kay)

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