Are Expired/Unused Coupons Worthless to Consumers and Advertisers?
Document Type
Article
Language
eng
Format of Original
8 p.
Publication Date
1993
Publisher
Taylor & Francis
Source Publication
Journal of Promotion Management
Source ISSN
1049-6491
Original Item ID
doi: 10.1300/J057v01n04_09
Abstract
This article calls for a reconsideration of the criteria commonly used to evaluate couponing strategies. The paper outlines how potentially significant effects from merely collecting coupons without redeeming may be ignored by using the traditional means of redemption to evaluate a coupon drop. Several theoretical explanations for the possible impact of coupon collecting are posed along with managerial implications considering these theories.
Recommended Citation
Pokrywczynski, James, "Are Expired/Unused Coupons Worthless to Consumers and Advertisers?" (1993). College of Communication Faculty Research and Publications. 191.
https://epublications.marquette.edu/comm_fac/191
Comments
Journal of Promotion Management, Vol. 1, No. 4 (1993): 113-120. DOI.