Trial Was Stimulated by Coupons

Trial Was Stimulated by Coupons

The main thrust of the original consumer promotion was to achieve trial and retrial by women in the target audience as broadly and as deeply as possible at a reasonable cost per woman . This was primarily done through the use of high-value coupons.

The promotion plan consisted of sending high-value direct-mail store coupons to 50 percent of the target households four to six weeks after the start of the advertising. Somewhat lower-value coupons were mailed to these households approximately six months later for a sustaining promotion. The companys ownership of inventory, direct store delivery, and service precluded the need for trade promotion and ˜˜dealing.