Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand

Abstract

We examine the effects of traditional advertising and/or promotional items in the formation of brand equity for a new brand. In a two-part experiment, subjects first reviewed a print ad and received a promotional item that did (or did not) relate to the advertised brand. Nine days later, the subjects provided measures of brand equity for the new brand. The findings indicate that (a) combining a promotional product with traditional advertising results in greater levels of brand equity and (b) using a promotional product with or without traditional advertising results in a greater likelihood of a future visit to the brand's website.

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