Couponing is used in print media to elicit a response from the reader. An
example is a coupon which the reader cuts out and presents to a
super-store check-out counter to avail of a discount. Coupons in
newspapers and magazines cannot be considered direct marketing, since
the marketer incurs the cost of supporting a third-party medium (the
newspaper or magazine); direct marketing aims to circumvent that
balance, paring the costs down to solely delivering their unsolicited sales
message to the consumer, without supporting the newspaper that the
consumer seeks and welcomes.
example is a coupon which the reader cuts out and presents to a
super-store check-out counter to avail of a discount. Coupons in
newspapers and magazines cannot be considered direct marketing, since
the marketer incurs the cost of supporting a third-party medium (the
newspaper or magazine); direct marketing aims to circumvent that
balance, paring the costs down to solely delivering their unsolicited sales
message to the consumer, without supporting the newspaper that the
consumer seeks and welcomes.