The franchise-building effects of FSI

Article Abstract:

A major study conducted in the US destroys the myths surrounding coupons, brand loyalty and repeat purchases, offering good news for marketers that employ coupons as free-standing inserts (FSI). The study, conducted by Promotion Decisions Inc. of Cincinnati, OH, on 75,000 US households, showed that FSI couponing encourages significant purchases from people who do not typically use the couponed brand and that coupon redeemers tend to purchase more coupon brands compared with non-coupon redeemers. In addition, the research also revealed that commoning does not positively nor negatively affect brand loyalty.

Industry Market Data, Public affairs, Article

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Choosing the right face value

Article Abstract:

Tips are presented for selecting the most efficient and cost-effective coupon face value. A clip-and-save guide to upcoming coupon distribution opportunities is included.

Management dynamics, Management, Company business management

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Redeeming factors

Article Abstract:

The process of evaluating promotional coupon campaigns in marketing is presented.

Marketing Management, Administration of Marketing, Methods, Usage

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