Self-liquidating offers, where a product may be offered cheaply as long as you prove you have purchased the brand. Direct offers of merchandise bearing the brand name, as with offers of Guinness sweaters, or Coca Cola beachwear, or London Transport T-shirts. In all these cases, either direct contact is involved, or it can be introduced. Thus, for instance, if you are running an advertisement which bears a redeemable coupon, then if you require that people give the name and address when redeeming that coupon you are able to capture a name and address. My former partner, Glenmore Trenear-Harvey, worked on a number of sales promotions during his time in the advertising agency business.
Business has only two basic functions - marketing and innovation.