The Poynter Institute recently conducted a study to find out exactly what where our eyes are drawn to when we read. Using eye tracking glasses containing small cameras for recording movement and location, researchers tracked the eye movement of over 600 test subjects while they read the daily news. The study focused three types of news organizations: tabloids, broadsheets, and web sites.

What did they find out?
- Online readers read 77% of a text story they chose to read, on average, compared to 62% and 57% for broadsheet and tabloid readers, respectively.
- Print readers tend to visually focus first on headlines and photos, whereas online readers’ attention immediately went to navigation bars
- Color photos received more attention than black and white photos, and documentary photos drew more attention than staged photos (including pictures of columnists).
- In broadsheet ads, half-page to almost full-page ads attract just as much attention as full-page ads. The editorial content next to an ad may actually increase the odds of a viewer taking notice of the ad.

Click here to see more results from Poynter’s eye tracking study and to check out their video of the eye tracking in action.

The Sales department at the economist laid out a well-done presentation on why marketers should be increasing their budgets during a recession.

If you happen to be in a few select cities you may find a random wallet on the ground from Burger King. Inside, there’s a note from The King to keep the wallet, cash ranging from a $1 bill to $100 bill, a gift card to Burger King, a “driver’s license” featuring The King, and a map of Burger King restaurants in the area in which the wallet was dropped.  If you are one of the lucky ones, snap a picture of you and the wallet and send it to us!

“New Linea with Blue&Me Nav. Without it, you’re lost.”  Fiat used auto sun shades to announce their new Blue&Me Nav.

During Christmas time UNICEF runs information booths at local shopping centers.  They wanted to get in contact with people to teach them about the dangers of landmines.  Their solution was stickers with self-adhesive topsides, with one side looking like the floor and the other looking like a landmine. They placed them on the floor and when people removed them they discovered the landmine picture on the bottom and were informed that in other countries they would have been mutilated at that moment.

The results:- Visits at the booth doubled compared to 2006 – Sales of UNICEF items at the booths (cards etc.) increased by approx. 20% compared to 2006.

Source: Direct Daily

Advertising Specialty Institute®, the largest media and marketing organization serving the advertising specialty industry, revealed earlier in November a groundbreaking new study that promotional products beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available.

The comprehensive study was completed by a team of interviewers who surveyed travelers in New York, Chicago, Los Angeles and Philadelphia. Respondents were asked if they had received any advertising specialties in the last 12 months and the majority were businesspeople over age 21.

Among key findings, results indicate that:

* 84% of people remember the advertiser on a product they receive.
* 42% have a more favorable impression of an advertiser after receiving an advertising specialty.
* Nearly one quarter, or 24%, indicate that they are more likely to do business with an advertiser on items they receive.
* Most respondents (62%) have done business with the advertiser on a product after receiving it.
* The majority (81%) of promotional products were kept because they were considered useful.
* Among wearables, bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month.
* The average cost-per-impression of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media. (According to Nielsen Media data, the CPI for a national magazine ad is $0.033; a newspaper ad is $0.0129; a prime time TV ad is $0.019; a cable TV ad is $0.007; a syndicated TV ad is $0.006; and a spot radio ad is $0.005)

These statistics conclude that marketers get a more favorable return on investment from advertising specialties than almost any other popular media, with a very low cost-per-impression, high recall among those who receive ad specialty items, and increased intent among recipients to make purchases from the advertiser.

Source: ASI

We did some research to figure out just how much McCain and Obama are spending on promotional products.  According to OpenSecrets.org,  McCain has spent $4.5 million on materials for the 2008 campaign with $322,089 going toward t-shirts, buttons, bumper stickers, yard signs, etc.  Obama has spent $5 million on campaign materials with $648,955 going toward t-shirts, buttons, yard signs, etc.

 It looks like the Obama campaign understands the power of promotional products.  However, if they need any consulting they should contact us

Toys not only inspire young children, but motivate adults who are in the wrong career, as well. A direct mail campaign for Monster.com emphasized the importance of a job that fits by distributing packages of toy soldiers containing one gun-wielding pink ballerina. The bag reads, “Stuck in the wrong job?” Apparently a lot of people felt like the ballerina in the soldier bag because new IP visits and registration increased significantly.

Source:Direct Daily

As ingenious as the Post-it is, sometimes getting your point across takes a little more creativity. Take this snazzy toaster designed by Sasha Tseng for example. Notes written on the message board are toasted onto the bread of your choice, leaving a breakfast-time message that’s hard to ignore… unless you’re really hungry.

Of course, if you’re looking for a long-term reminder, try something a little less perishable like a message fan or a custom notepad.

Providing solutions before there’s a problem can really get attention. The Eatalica restaurant wanted to spread the word of a new and extremely juicy burger. Direct mail was sent to customers featuring a “Just-in-case” pouch with a stain-removing wipe. This tactic created positive feelings, a sense of the burger’s excessive juiciness, and lots of referrals.

There are lots of ways to send solutions before there’s a problem:
Sunscreen key chains for an outdoor event
Seat cushions for a sporting event
Coffee set for a late night event

Source: (Direct Daily)