Nearly 95% of respondents to the What's In Your Car? survey believed that branded promotional merchandise increases a company's brand awareness.

The survey, carried out in spring 2008 by sourcing company P&MM Source-e, found that nearly two-thirds of the 540 respondents could name a brand or company/ organisation featured on promotional merchandise that is kept in their car.

Over half of the respondents said they would keep the item of promotional merchandise themselves, rather than pass it on, while 46% had purchased from the companies that were branded on a promotional item in their car.

The survey also revealed that the most popular item of merchandise kept in a car is a pen. This was followed by an umbrella (11%), ice scraper (9%) and map/road atlas (7%).

It is the third in a series of surveys that have been carried out by the company to establish the relationship between branding on promotional merchandise and sales. The previous two surveys covered What's On Your Desk? and What's In Your Bag or Briefcase?

David Lebond, executive director for P&MM Source-e and Chairman of the British Promotional Merchandise Association (BPMA), said: "This latest survey has re-affirmed the positive link between promotional merchandise, branding and sales that has been shown in the previous two surveys.

"Promotional merchandise has a strong and direct influence on brand awareness and purchasing behaviour and is increasingly being regarded as an intrinsic element of the marketing mix."

The BPMA will use the survey as a key marketing resource to reinforce the power of promotional merchandise for all member companies.

Only 1% of respondents said they would keep a torch in their car if they had to choose one item.

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