Improving the media mix: how promotional products enhance advertising impact

Date
2022-03-23
Authors
Liu, Fang
LeBlanc, H. Paul, III
Kanso, Ali
Nelson, Richard
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis
Abstract

Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.

Description
This item is embargoed until September 22, 2023. You can view the final published version of the article at https://doi.org/10.1080/13527266.2022.2054850.
Keywords
promotional products, advertising effectiveness, synergy, media mix, TV, print
Citation
Liu, F., LeBlanc III, H. P., Kanso, A., & Nelson, R. (2022). Improving the media mix: how promotional products enhance advertising impact. Journal of Marketing Communications, 1-20.
Department
Communication