MKTG 313 Lecture Notes - Lecture 4: Lead Time, Sales Promotion, Ballpoint Pen
Support Media - Lecture #4
PROMOTIONAL PRODUCTS MARKETING
According to the Promotional Products Association International (PPAI), promotional products
marketing is “the advertising or promotional medium or method that uses promotional products,
such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.”
• Promotional products marketing is the more up-to-date name for what used to be called
specialty advertising.
• Specialty advertising has now been provided with a new definition: A medium of
advertising, sales promotion, and motivational communication employing imprinted,
useful, or decorative products called advertising specialties, a subset of promotional
products. Unlike premiums, with which they are sometimes confused (called advertising
specialties), these articles are always distributed free—recipients don’t have to earn the
specialty by making a purchase or contribution.
• As you can see from these descriptions, specialty advertising is often considered both
an advertising and a sales promotion medium. In our discussion, we treat it as a
supportive advertising medium in the IMC program.
• There are thousands of advertising specialty items, including ballpoint pens, coffee
mugs, key rings, calendars, T-shirts, and matchbooks. Unconventional specialties such
as plant holders, wall plaques, and gloves with the advertiser’s name printed on them
are also used to promote a company or its product; so are glassware, trophies, awards,
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Document Summary
In our discussion, we treat it as a supportive advertising medium in the imc program: there are thousands of advertising specialty items, including ballpoint pens, coffee mugs, key rings, calendars, t-shirts, and matchbooks. Unconventional specialties such as plant holders, wall plaques, and gloves with the advertiser"s name printed on them are also used to promote a company or its product; so are glassware, trophies, awards, and vinyl products. In fact, advertisers spend over . 1 billion per year on specialty advertising items. Like any other advertising medium, promotional products marketing offers the marketer both advantages and disadvantages. Because specialty advertising items are generally distributed directly to target customers, the medium offers a high degree of selectivity. The commu- nication is distributed to the desired recipient, reducing waste coverage: flexibility. As the variety of specialty items in figure 13 5 demonstrates, this medium offers a high degree of flexibility.
