Yep, have attended shows at World Congress Center and Cobb Galleria; also worked other trade shows a lifetime ago. You are absolutely correct, folks love the giveaways all bearing, of course, the company logo.
There is another show trick that is useful to obtain a direct advertising list at these shows, the "sign up for a prize" with an e-mail address.
Along those lines Hoover maintains a sign-up page for a weekly newsletter at:
Stuff We All Get (S.W.A.G.). I went to the SEMA show a couple of years back to see the STP Tools booth. No SWAG. Just Howard, Jerry and Reid looking bored. The rest of the show was awesome! Came home with a large shopping bag of SWAG and posters signed by the booth candy.