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:
- 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.
- 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.
- Suppliers have, in recent years, offered the industry a virtually unlimited supply of technically superior products that can be applied to promotional programs.
- Buyers and other relevant publics are gaining a better behavioral understanding of the promotional products process. The learning reinforcement-based effects are at the source of the most successful promotional products programs.
- Marketers are only beginning to learn the advantages of a complete marketing strategies that include both promotional products and mass media.
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