Whether a pen, a mug, a jacket or a charger, most people will use and reuse promotional products. In fact, 73% of consumers use promotional products weekly.

We know promotional products work. The question is: are they cost effective for the business owner?

Advertising, whether through promotional products or another form, is big business today. Questions and sometimes concerns often arise when discussing how much to spend and through what avenues.

Globally, advertising costs in 2015 were expected to hit $593.43 billion, a 6% increase from 2014, according to market research firm eMarketer. The top five spenders in total paid media were:

- U.S. - $189.06 billion
- China - $73.13 billion
- Japan - $40.19 billion
- Germany - $27.71 billion
- UK - $25.22 billion

The U.S. accounts for nearly 32% of the global advertising market and is not expected to leave that top spot any time soon, according to eMarketer.

With big dollars spent in advertising, getting the most bang for your buck is paramount. One way to break down the cost is to look at the cost per impression (CPI).

The average CPI of a promotional item is $0.004, less than nearly any other media advertising outlet. According to Nielsen Media data, the cost per impression for a national magazine is $0.033 while a newspaper ad follows closely at $0.0129.

A CPI breakdown:
Magazine ad - $0.033
Newspaper ad  - $0.0129
Primetime TV ad - $0.019
Cable TV ad - $0.007
Spot radio ad - $0.005
Promotional shirt - $0.005
Promotional mug - $0.004
Promotional cap - $0.002
Promotional bag - $0.001

With promotional products having a low cost per impression, what are the best ways to use these products? According to national advertisers, the top 5 ways advertisers use promotional products to influence are:

- Brand recognition (66%)
- Product awareness (58%)
- Corporate identity (55%)
- Goodwill (51%)
- Brand recall (42%)

Promotional products are a great way to advertise your company, gain brand recognition and make a lasting impression without wreaking havoc on your budget. Contact a product specialist at Studio Eleven to find the best promotional products for your brand: 1-877-634-3499.