Marketing campaigns are about creating a lasting impact. Effective advertising will increase awareness for a brand and raise a business's profile among potential consumers. When using promotional giveaways, companies want their items have a longer-lasting effect than other mediums.
An item that has practical applications would ensure that customers are being exposed to a company's logo regularly. Companies may decide that smaller items could be great advertisements.
Pens, magnets and calendars are used every day. Turning these items into promotional tools could help a business market to clients without bombarding them with a series of advertisements.
Identifying what consumers need and use would allow a company to figure out what branded items would best create exposure for a business. A logo tote bag or custom coffee mugs are gift examples that have practical functions in a home or business.
Customers are likely to use free items for long periods of time and companies will be advertising during the entire lifespan of the product. Promotional gifts are a longer lasting campaign with a greater impact than a short commercial or an email ad.