Title

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.

Comments

Journal of Promotion Management, Vol. 1, No. 4 (1993): 113-120. DOI.