The topic this week is promotional tools that marketers use to advertise their products.

The promotional tool that I am discussing today is in- or on-package premium marketing. One example of this would be companies giving away toys in cereal packages. Some advantages of this include "adding value and enhancing the brand." Disadvantages are more rampant than other tools, however. According to the text, "premiums can boost sales; however, they usually are not as successful as coupons" (Clow, Baack, 2014). Clow and Baack also state that premiums can also damage a brand's image if the premiums are overused.

It is important to choose the right premium. Marketers want to add value to their brand, and too much exposure can do the opposite. Overall, in-package premium marketing has become less used, due to new laws and regulations, and costs required to use the tool. However, it can still be used if necessary, but the marketer should have the goal of adding value to the brand image rather than having the goal of profit in mind.