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Manufacturer's coupons have the advantage of being currency at a variety of retailers, not just at one store.Grocery coupons are incentives for people who want to save money, but manufacturer coupons are primarily intended to advertise products and lure new customers with financial incentives.Candler's marketing included having the company's employees and sales representatives distribute complimentary coupons for Coca-Cola.Coupons were mailed to potential customers and placed in magazines.
Coupons can be used to research the price sensitivity of different groups of buyers (by sending out coupons with different dollar values to different groups).
By 1895 Candler announced to shareholders that Coca-Cola was served in every state in the United States.
There are different types of values applied to coupons such as discounts, free shipping, buy-one get-one, trade-in for redemption, first-time customer coupons, free trial offer, launch offers, festival offers, and free giveaways.
In 2011, the top five vehicles for distributing consumer packaged goods coupons in the U. were: the Free Standing Insert, a coupon booklet distributed through newspapers and other sources (89.4%); in-store distribution (4.2.%); direct mail (2.3%); magazines (1.5%); and coupons distributed on or in product packaging (1.3%).
Other distribution methods together accounted for less than 2% of all coupons distributed.
They may also be used to increase the sales of newspapers or other publications.