What Is Ad Speciality?

“Ad specialty” — short for advertising specialty — is the original professional term for what is today broadly called a promotional product. The phrase has roots in the early 20th century, when branded giveaway items were classified as a specialized form of advertising distinct from print, radio, and outdoor media. While everyday language in the industry has evolved, the term remains in formal and historical use — and the organization that gave it staying power, the Advertising Specialty Institute (ASI), carries it in its very name.

Where does the term “advertising specialty” come from?

The concept of giving away branded items to promote a business predates the term itself — promotional calendars and imprinted products were being distributed by American businesses as early as the 1880s. As the practice grew and formalized, practitioners began distinguishing between different types of advertising premiums. An “advertising specialty” came to mean a branded item given freely, without requiring a purchase, purely to promote goodwill and brand awareness.

The term gained industry-wide adoption in the early 20th century as trade associations and publications formed around this product category. It distinguished ad specialty items from premiums (given in exchange for a purchase or action) and prizes (awarded competitively).

What are the three defining characteristics of an ad specialty item?

Traditionally, an advertising specialty item is defined by three characteristics: it carries an advertising message (typically a logo, slogan, or brand name); it is given to the recipient without any obligation or purchase required; and its purpose is to create goodwill and promote the advertiser. All three elements together define it as an ad specialty rather than a premium, prize, or retail product.

Most of what the industry today calls “promotional products” meet this traditional definition — they are branded, freely given, and intended to build brand awareness and positive association.

What is the Advertising Specialty Institute (ASI)?

ASI — the Advertising Specialty Institute — was founded in 1950 to serve the growing professional community of companies that sold and produced advertising specialty items. ASI established the ASI number system, which became the industry’s standard identification credential: every verified supplier and distributor in the ASI network receives a unique ASI number that other professionals can use to confirm membership and standing.

Today, ASI is the industry’s largest business services company, providing the ESP+ sourcing and business management platform, industry research, media, education, and trade events that keep the promotional products supply chain connected and functioning. Learn more about ASI’s history and mission.

Is “ad specialty” still used in the industry today?

Yes, though less frequently in everyday conversation. “Promotional products,” “branded merchandise,” and “promo” have largely replaced “ad specialty” as the common language of the industry. However, the term remains in formal use — in regulatory contexts, in historical discussions, and among industry veterans who grew up with it. The ASI number system and ASI’s own name preserve the terminology’s presence.

For practical purposes, “ad specialty,” “promotional product,” and “branded merchandise” all refer to the same category of items. The distinction that still matters is the conceptual one: an ad specialty is given freely to create goodwill, not sold for revenue.

What is the difference between an ad specialty and a premium?

This distinction is important in both a historical and a contemporary sense. An ad specialty is given without any purchase requirement — the recipient gets it simply for engaging with the brand, visiting a booth, or being a client or prospect. A premium is given in exchange for a qualifying action — making a purchase, reaching a loyalty tier, referring a friend.

Both are branded items used for marketing purposes, but their strategic function differs. Ad specialties build broad awareness and goodwill; premiums incentivize specific behaviors. The promotional products industry primarily serves the ad specialty use case, though many distributors also source items for premium programs.

What is the difference between an ad specialty and a prize?

A prize is awarded competitively — the winner receives it because they achieved something: scored highest, entered a contest, or won a raffle. A prize may or may not carry a brand imprint. An ad specialty, by contrast, is given universally to everyone in a target audience without competition. The distinction matters in certain regulatory and tax contexts where branded items received as prizes may be treated differently than items received as gifts.

How does understanding the ad specialty concept help distributors?

Understanding the conceptual origins of ad specialties helps distributors articulate the value of promotional products more compellingly to clients who are skeptical of “giving things away.” The ad specialty model is grounded in a well-established principle: a branded item given freely creates a sense of reciprocity and goodwill in the recipient that advertising alone does not. This psychological foundation — supported by decades of industry research — explains why promotional products consistently outperform other advertising channels on recall and favorable brand association.

How do I access the ad specialty industry’s resources through ASI?

ASI provides the sourcing, education, research, and business tools that the ad specialty industry runs on. Becoming an ASI member gives distributors and suppliers access to the industry’s largest platform — including the ESP+ marketplace, ASI University, industry research, and the ASI Show events network.