An advertising specialty, also known as a promotional product, is any item imprinted with a logo or slogan and given out to promote a company, organization, product, service, special achievement or event. T-shirts, mugs, pens and key tags are popular examples, and just about anything can be imprinted. In fact, the ASI database includes more than 750,000 ad specialties.
The advantage advertising specialties have over other media is that they often have a practical use, in addition to being effective advertising and branding tools. Recipients often keep them and the advertiser benefits from repeat exposures.
How big an industry is this?
Advertisers spent a record $19.6 billion on advertising specialties in 2007, according to the
Annual Industry Sales Analysis from ASI. That is up 5.4 percent versus the prior year and is 83% greater than radio advertising, 73% greater than Internet display ads and nearly five times larger than outdoor advertising* for the same period. Industry increases also outpaced the 2.2% growth rate for the United States GDP. (*source: TNS Media Intelligence)
Where does ASI fit in?
ASI is the largest media and marketing organization serving the advertising specialty industry, with a membership of 25,000 distributor firms (sellers) and supplier firms (manufacturers). Supplier firms market their imprintable products to distributors with our electronic research tools, catalogs, magazines, Web sites and trade shows. Distributors use many of the same vehicles to find suppliers’ products and make presentations to end-buyers (promotions and advertising buyers).
Promotions and advertising buyers who aren't yet working with a distributor can locate one, at www.PromoMart.com.
Read about the history of ASI and the industry
here.
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