by Gautam Banerjee

Created on: October 22, 2009

Articles of merchandise, usually imprinted with a company's name, logo, contact details and/or sales message are used in marketing and communication programs. Such items are known as advertising specialty or promotional product and 'swag items' as a slang. They may be given away at trade shows, conferences, place of business, direct mail and as a part of marketing campaign to promote a company, organization, product, service, special achievement or events.

The largest general product category for promotional products is wearable items like T-shirts followed by mugs, pens, key tags, sunglasses, umbrellas, laptop and tote bags. Desktop items include clocks, water bottles, coffee mugs, portfolios, calendars, calculators, memo pads, paperweights, and picture frames. Similarly, household items include corkscrews, ice cream scoops, multi-tools, luggage locks, compasses, hand held fans, flashlights, first aid kits, pedometers and just about anything that can be imprinted.

Business and executive gifts are primarily distinguished from other promotional items by price. It is usually a more prestigious item given personally on a selective basis. They may include luggage, attache case and desk sets which may be imprinted and personalized but usually, they are not imprinted. This can get promotional message out to as many different places as possible at the same time help in building business relations. These items are handy as items of goodwill and has reminder values with every use.

Brand awareness is the most common use for promotional items. They are often utilized to reach a preselected audience and are given without cost or obligation. It is a great way of rewarding the existing customer base, new product introductions, marketing research and to generate customer referrals. The items which have practical use for the recipients can make them effective advertising and branding tools. Since recipients tend to use them over a time, the advertiser benefits from repeat exposures of the message at no extra cost. Also the advertising message is directly delivered to the preselected target audience.

The advertising message can be positioned in places like walls of homes and office, on top of desks where no other advertising medium can normally reach and where multiple exposures to the message are made possible. Undoubtedly, swag items have certain intrinsic value as merchandise, but advertisers prefer to emphasize the advertising value of such items. For small business,

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