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Advertisement have evolved from the conventional mode of newspaper advertising, that is still extant, to the contemporary promotional products. This evolution of advertising has witnessed a great height with the introduction of the new media- the promotional items. They have the competency to leave an indelible impression on the minds of the audience that newspaper advertising can hardly think of. This is what marks the success story of promotional goods.
Promo items have bagged in immense popularity in comparison to the newspapers. Let us try to trace out the line of difference between the two or putting in other words, count the advantages of promo products over newspaper.
Advertises for long:
The newspaper of a particular day which contains a certain brand advertisement may be glanced over by the targeted audience while flipping through its pages. If he/she feels it to be too attractive then some more minutes may be spend to get the details. He/she may also get influenced by the brand and its offering. But with the next dawn, there is a new advertisement of a different brand and the previous brand stands no ground. As days pass by, the effect that was created by the previous brand, diminishes and finally is no more. On the other hand, promo products make their presence felt every time the audience's eye crosses them knowingly or unknowingly. Once received by the audience, they remain with them for an extended period of time and continuously keep on emphasising and informing the brand presence to the core and potential audience respectively. Thus, we see that newspapers have a shorter shelf life than the promo items. Now the question is what if the brand is advertised regularly in the newspaper? The answer is-
Cost effectiveness:
Yes, it is very true that a brand may advertise persistently in newspapers to get its identity imprinted in the minds of the audience and achieve a firm brand positioning. Here, comes the factor of cost. A single insertion in newspaper cost hugely and a recurrent procurement of print space would incur tremendous expense. This makes advertisement through newspapers an un-affordable option even by affluent brands. Moreover, there is no surety that the newspaper ad is perceived at all by the audience targeted or not, it may be viewed by a spill over audience. Again, it may be missed by sheer chance. The tangibility of promo items is to be credited here.
Tangibility:
As the promo products are substantial matters, they can be individually distributed to the core target audience in different promotional campaigns. Also that the promo items are tangible in nature that their utility factor is played upon. Audiences include them in their daily chores, owing to their imparted features meant to make life easy. This increase the chance of brand awareness, both in terms of extensiveness and intensity.
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