Regardless of specific marketing objectives, the most effective use of promotional products is among those companies that can specifically identify and reach their predetermined target audience. This ability includes internal audiences, such as inside employees and sales reps, and external audiences, such as prospects and customers.

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The industries the can best use promotional products are:

1. Manufacturers (other than chemical)
2. Wholesalers/Distributors
3. Banks
4. Insurance Industry
5. Auto Industry
6. Hospitals/Nursing Homes
7. Food Processors/Beverage Bottlers
8. Restaurants and Bars
9. Retail Stores
10. Oil Industry
11. Advertising Agencies
12. Utilities
13. Agriculture/Agribusiness
14. Entertainment Industry

Which Items to Select ?

The process for creatively selecting promotional products is more of an art than a science. With thousands of items available, the task is most easily accomplished with the help of a promotional products distributor/counselor--a professional who is well versed in creative applications of promotional items.

Product selection criteria vary greatly from situation to situation. Even so, some generalities emerge. The following findings from a national survey by PPA may shed some light on how recipients generally perceive receiving promotional products.

Recipients report they look for the following characteristics in receiving a specialty:

• Usefulness 98.3%
• Quality 71.8%
• Attractiveness 61.5%
• Tastefulness 59.8%
• Convenience 45.4%
• Uniqueness 43.7%
• Longevity 28.2%