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An Idea A Day by David Thompson

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MARKETING

WHET THE CUSTOMER’S APPETITE

Jim Blythe

GIVING PEOPLE A free sample or a free trial is an old ploy, but in some cases it is difficult to do without giving away a great deal more than was intended: for example, offering a free trial of a credit rating service might give the potential customer everything he or she wanted to know, without the need to subscribe permanently to the service.

Finding a way of making people want the product without at the same time giving away the main advantage is a difficult tightrope act to carry out.

The idea

When Oasis (the pop band) wanted to promote their Heathen Chemistry album, they followed the usual ...

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