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Promotional products are used every day, often
several times a day. They are looked at, written with, put on and involved in
a whole list of other basic activities that allow for multiple direct or
subliminal impressions of the imprinted ad messages.
By taking the general cost of a product
(exact cost can vary because of quantity, intricacy of imprint and number of
colors in imprint, and possibly other specifications) and dividing it by the
number of exposures the imprint receives, you can get a general idea of your
cost per impression (CPI). Here's some examples:
Notepads - The recipient of a 50-sheet
notepad will have a minimum of 50 exposures to the message, which is
imprinted on each sheet. If any of the notes are passed on, or kept, the
number of exposures can double and triple. The CPI for a $1 notepad works
out to be .02 cents per sheet for 50 impressions.
Mugs - The message on a coffee mug will be
seen as often as 10 times a day. For a $5 mug, the CPI works out to be less
than three-fifths of 1 cent throughout the one to two year life span of a
mug.
Watches - People will look at their watch an
average of twice an hour. If there are 16 waking hours in a day, they'll
look at their watch - and, therefore, have an impression of any message on
the watch face - 32 times. For a basic $12 watch, the CPI for one day is .37
cents. With a three-year warranty, the number of impressions would be
35,040, which makes the CPI .0003 cents.
Calendars - The recipient of calendar will be
exposed to the message on it two to three times per day at home and five to
six times per day at the office. Working with the figure of three
times daily (365 days per year), there would be 1,095 impressions. Dividing
this figure into a $3 calendar brings the CPI to .002 cents.
Playing Cards - During one hour of a game of
poker, the players will be exposed to the message printed on the cards more
than 500 times. At the cost of $3 per deck, the CPI for playing cards works
out to be .006 cents each hour.
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