Shift focus away from the product itself to secondary factors, therefore no product differential advantage. Need to state the offer clearly and make it easy to recognize. Also discussed that they may be delivered via TV, in conjunction with an advertisement. Users only redeem coupons they would ordinarily purchase. Stores often don't have enough of the couponed item in stock.
Labor costs are usually high.
Major airlines, helps foster customer loyalty to a specific company. Credit card companies. Blockbuster's new credit card offers company products based on card usage. Outside signs, window displays, counter pieces, display racks. Essential for product introductions.