Marketing through Promotional Items

Abstract: The rapid increase in communication channels seen during the last two decades has suggested an increased importance in the coordination of a consistent marketing message through all channels of communication. "Promotional items" however is a channel that is seen as secondary, or even negligible in many companies' larger marketing mix. In this study we analyse this problem by examining one company from the promotional items industry and comparing two samples of its customers that express different views towards the use of promotional items. We investigate what underlying organizational characteristics affect a company's will and ability to assimilate advice regarding promotional items into its marketing investment decisions and conclude that the concepts of brand orientation, brand identity strategy and integrated marketing communication are of a high importance when answering this question. A close relationship between the concepts is suggested and a high level of brand orientation is finally identified as the most distinguished characteristic of a company that is able and willing to assimilate advice regarding promotional item investments.