New Studies on Promotional Products In a recent article in the Connecticut Post, one Connecticut business says that promotional products can represent “permanent billboards” to market a company. Unlike magazine or online ads, promotional products are not just viewed for a few moments in passing. The Post also reported that promotional products are a $17 to $18 billion dollar industry. The Promotional Products Buyer's Guide which was posted on Yahoo by BuyerZone.com, says that promotional items can be a worthwhile investment at an affordable cost since customers love free giveaways. Sociologists and Anthropologists have found that when someone receives something for free they feel obligated to give something back in return. By giving out promotional products to clients, customers, potential benefactors, or employees, companies try to build off this basic human response. One case of this is the veterans’ nonprofit group, the Disabled American Veterans. When they send out mailings to ask for donations, they normally get an 18 percent response rate. When the same mailings are sent out using personalized address labels, the response rate is nearly doubled. By giving people the slightest attention in a personalized address label, the Disabled American Veterans found that their response rate was nearly doubled. If a company applies this same principle, they will find that by giving customers or employees a promotional product, the response will be even greater because of people’s love for free giveaways and their obligation to give something back in return. Haslan, Mark. Promotional Products Can Work as ‘permanent Billboards’ (2011). Web. Mueller, MP. "The Surprising Power of Promotional Products." New York Times 18 July 2011. Web.