About Promotional Products
The Future Of Promotional Products

The future generally looks good for effectively using promotional products. The trends away from demassification and toward niche marketing bode well for the industry. In a paper presented to the American Academy of Advertising, Dr. Marjorie Cooper of Baylor University cited five current trends relating to promotional products:

  1. Clutter in the mass media is creating an ever-increasing opportunity for promotional products programs to replace media advertising. Specialty products offer a strong alternative to an already overcrowded media situation.

  2. Businesses have realized that in mature markets, especially service businesses, relationships must be built and maintained. Promotional products are well suited for such promotional objectives.

  3. Suppliers have, in recent years, offered the industry a virtually unlimited supply of technically superior products that can be applied to promotional programs.

  4. Buyers and other relevant publics are gaining a better behavioural understanding of the promotional products process. The learning reinforcement-based effects are at the source of the most successful promotional products programs.

  5. Marketers are only beginning to learn the advantages of complete marketing strategies that include both promotional products and mass media.
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