December 2014
Beginner
352 pages
13h 51m
English
Content preview from The Business Book
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IN CONTEXT
FOCUS
Marketing incentives
KEY DATES
1895 Postum Cereals in the US introduces “penny-off” coupons to promote its cereal.
1912 The offer of “a prize in every box” is used to tempt US customers to buy Cracker Jack popcorn.
1949 US grain producer Pillsbury devises a marketing campaign based around a product-linked cooking competition.
1975 The “Pepsi Challenge Taste Test” helps the soft-drink brand outsell Coca-Cola in supermarket sales.
1992 Electrical goods maker Hoover offers a free flight to any UK customer spending $160 (£100) on a product. The offer is so popular that it costs the company almost $79 (£50) million.
Marketers often use the offer ...
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