Product sampling as a medium

Premium grocery brands are under pressure from own-label, budget brands and, recently, hybrid approaches such as Tescos.

Product sampling as a medium

a new promotional approach for established premium brands?

Elaine Hunt and Colin Jupe

Premium grocery brands are under pressure from own-label, budget brands and, recently, hybrid approaches such as Tesco's. Their promotional options have traditionally been advertising, predominantly on television, and in-store promotions. But both options are diminishing in cost effectiveness. How can manufacturers of premium brands reduce their reliance on the intermediaries of retailers and TV companies? New evidence suggests that the potential of real size product sampling (as a means both of introducing new brands and maintaining...

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