Calendars - wall, desk and pocket varieties - are the most popular giveaway premium-advertising novelty items among the nation's marketing firms, according to a report by an international supplier and importer for some of the nation's biggest users.

Executives at Preferred Promotions note that next in popularity are pens and pencils, either singly, in pairs or as part of a desk set; followed by apparel and sportswear, all carrying corporate logotypes, slogans and advertising messages.Placing high on the popularity chart are watches and clocks, says the report. With watches now viewed as a fashion accessory as well as a timepiece, their popularity is expected to increase.

While not ranking as high in preference, coffee mugs continued to attain high marks as a most useful and lasting premium.