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class="vector-menu-content-list"> </ul> </div> </div> <div id="p-vector-user-menu-overflow" class="vector-menu mw-portlet" > <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="pt-sitesupport-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="https://donate.wikimedia.org/wiki/Special:FundraiserRedirector?utm_source=donate&utm_medium=sidebar&utm_campaign=C13_en.wikipedia.org&uselang=en" class=""><span>Donate</span></a> </li> <li id="pt-createaccount-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:CreateAccount&returnto=Premium+%28marketing%29" title="You are encouraged to create an account and log in; however, it is not mandatory" class=""><span>Create account</span></a> </li> <li id="pt-login-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" 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class="vector-sitenotice-container"> <div id="siteNotice"></div> </div> <div class="vector-column-start"> <div class="vector-main-menu-container"> <div id="mw-navigation"> <nav id="mw-panel" class="vector-main-menu-landmark" aria-label="Site"> <div id="vector-main-menu-pinned-container" class="vector-pinned-container"> </div> </nav> </div> </div> <div class="vector-sticky-pinned-container"> <nav id="mw-panel-toc" aria-label="Contents" data-event-name="ui.sidebar-toc" class="mw-table-of-contents-container vector-toc-landmark"> <div id="vector-toc-pinned-container" class="vector-pinned-container"> <div id="vector-toc" class="vector-toc vector-pinnable-element"> <div class="vector-pinnable-header vector-toc-pinnable-header vector-pinnable-header-pinned" data-feature-name="toc-pinned" data-pinnable-element-id="vector-toc" > <h2 class="vector-pinnable-header-label">Contents</h2> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-pin-button" data-event-name="pinnable-header.vector-toc.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-toc.unpin">hide</button> </div> <ul class="vector-toc-contents" id="mw-panel-toc-list"> <li id="toc-mw-content-text" class="vector-toc-list-item vector-toc-level-1"> <a href="#" class="vector-toc-link"> <div class="vector-toc-text">(Top)</div> </a> </li> <li id="toc-History" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#History"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>History</span> </div> </a> <button aria-controls="toc-History-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle History subsection</span> </button> <ul id="toc-History-sublist" class="vector-toc-list"> <li id="toc-Early_premiums" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Early_premiums"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.1</span> <span>Early premiums</span> </div> </a> <ul id="toc-Early_premiums-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-The_business_of_premium_redemption" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#The_business_of_premium_redemption"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.2</span> <span>The business of premium redemption</span> </div> </a> <ul id="toc-The_business_of_premium_redemption-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Children's_premiums" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Children's_premiums"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.3</span> <span>Children's premiums</span> </div> </a> <ul id="toc-Children's_premiums-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Premiums_hit_home" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Premiums_hit_home"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.4</span> <span>Premiums hit home</span> </div> </a> <ul id="toc-Premiums_hit_home-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Premiums_in_the_21st_century" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Premiums_in_the_21st_century"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Premiums in the 21st century</span> </div> </a> <ul id="toc-Premiums_in_the_21st_century-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Legality" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Legality"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Legality</span> </div> </a> <ul id="toc-Legality-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>References</span> </div> </a> <button aria-controls="toc-References-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle References subsection</span> </button> <ul id="toc-References-sublist" class="vector-toc-list"> <li id="toc-Bibliography" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Bibliography"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1</span> <span>Bibliography</span> </div> </a> <ul id="toc-Bibliography-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Further_reading" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Further_reading"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Further reading</span> </div> </a> <ul id="toc-Further_reading-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" 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<div class="mw-indicators"> </div> <div id="siteSub" class="noprint">From Wikipedia, the free encyclopedia</div> </div> <div id="contentSub"><div id="mw-content-subtitle"></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><p class="mw-empty-elt"> </p> <div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Promotional item that can be received as part of marketing</div> <style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output 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(business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a class="mw-selflink selflink">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1246091330"><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background:lavender"><a href="/wiki/Collecting" title="Collecting">Collecting</a></th></tr><tr><td class="sidebar-above"> <ul><li><a href="/wiki/Collectable" title="Collectable">Collectable</a></li> <li><a href="/wiki/Antique" title="Antique">Antique</a></li> <li><a href="/wiki/Antiquities" title="Antiquities">Antiquities</a></li></ul></td></tr><tr><th class="sidebar-heading"> Terms</th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Ephemera" title="Ephemera">Ephemera</a></li> <li><a class="mw-selflink selflink">Premium</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prize</a></li> <li><a href="/wiki/Souvenir" title="Souvenir">Souvenir</a></li> <li><a href="/wiki/Special_edition" title="Special edition">Special edition</a></li></ul></td> </tr><tr><th class="sidebar-heading"> Topics</th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/List_of_collectables" title="List of collectables">List of collectables</a></li></ul></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239400231"><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Collecting_hobby" title="Template:Collecting hobby"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Collecting_hobby" title="Template talk:Collecting hobby"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Collecting_hobby" title="Special:EditPage/Template:Collecting hobby"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p>In <a href="/wiki/Marketing" title="Marketing">marketing</a>, <b>premiums</b> are <a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">promotional</a> items — toys, <a href="/wiki/Collectable" title="Collectable">collectables</a>, souvenirs and household products — that are linked to a product, and often require <a href="/wiki/Proof_of_purchase" title="Proof of purchase">proofs of purchase</a> such as box tops or tokens to acquire.<sup id="cite_ref-FOOTNOTELambHairMcDaniel2008540_1-0" class="reference"><a href="#cite_note-FOOTNOTELambHairMcDaniel2008540-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-FOOTNOTEKotlerArmstrong2010504_2-0" class="reference"><a href="#cite_note-FOOTNOTEKotlerArmstrong2010504-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> The consumer generally has to pay at least the shipping and handling costs to receive the premium. Premiums are sometimes referred to as prizes, although historically the word "<a href="/wiki/Prize_(marketing)" title="Prize (marketing)">prize</a>" has been used to denote (as opposed to a premium) an item that is packaged with the product (or available from the retailer at the time of purchase) and requires no additional payment over the cost of the product.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (December 2010)">citation needed</span></a></i>]</sup> </p><p>Premiums predominantly fall into three categories, free premiums, self-liquidating premiums and in-or on-package premiums. Free premiums are sales promotions that involve the consumer purchasing a product in order to receive a free gift or reward. An example of this is the ‘buy a coffee and receive a free muffin’ campaign used by some coffee houses. Self-liquidating premiums are when a consumer is expected to pay a designated monetary value for a gift or item. New World's Little Shopper Campaign is an example of this: consumers were required to spend a minimum amount of money in order to receive a free collectible item. The in-or out-package premium is where small gifts are included with the package. The All Black collectors’ cards found in Sanitarium Weet Bix boxes are a good example of this.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p><p>A successful premium campaign is beneficial to a company as it aids in establishing effective consumer relationships. A good campaign will: </p> <ul><li>strengthen early-stage <a href="/wiki/Consumer_relationship" class="mw-redirect" title="Consumer relationship">consumer relationships</a></li> <li>encourage continued repeat business</li> <li>assist with targeting a specific audience or cohort of your target market</li> <li>create an emotional connection with your consumer by serving as a motivational driver to investigate further or purchase a product.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup></li></ul> <p>It's also important not to confuse premiums with other forms of sales promotions as there are a number of ways in which retailers can entice consumers. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Early_premiums">Early premiums</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=2" title="Edit section: Early premiums"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A merchant in <a href="/w/index.php?title=Sudbury,_New_Hampshire&action=edit&redlink=1" class="new" title="Sudbury, New Hampshire (page does not exist)">Sudbury</a>, <a href="/wiki/New_Hampshire" title="New Hampshire">New Hampshire</a>,<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (December 2010)">clarification needed</span></a></i>]</sup> started giving out tokens made of copper when a customer made a purchase in 1793. The customer could then exchange the tokens for products in the store. This practice caught on and was used by many merchants throughout the 19th and 20th Century. Sweet Home laundry soap, a product of the B. A. Babbit Company, came with certificates that could be collected and redeemed for color <a href="/wiki/Lithography" title="Lithography">lithographs</a>. Beginning in 1872, the <a href="/wiki/Grand_Union_(supermarket)" title="Grand Union (supermarket)">Grand Union Tea Company</a> gave tickets to customers that could be exchanged for <a href="/wiki/Merchandise" class="mw-redirect" title="Merchandise">merchandise</a> in the company catalog of Grand Union stores. The first trading stamps were introduced in 1891, the Blue Stamp Trading System, where stamps affixed to booklets could be redeemed for store products.<sup id="cite_ref-FOOTNOTELonto2004a_5-0" class="reference"><a href="#cite_note-FOOTNOTELonto2004a-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="The_business_of_premium_redemption">The business of premium redemption</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=3" title="Edit section: The business of premium redemption"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The Sperry and Hutchinson Company, started in 1896 in <a href="/wiki/Jackson,_Michigan" title="Jackson, Michigan">Jackson, Michigan</a>, was the first third-party provider of trading stamps for various companies, including dry goods dealers, <a href="/wiki/Filling_station" title="Filling station">gas stations</a> and later <a href="/wiki/Supermarket" title="Supermarket">supermarkets</a>. <a href="/wiki/S%26H_Green_Stamps" title="S&H Green Stamps">S&H Green Stamps</a>, as the company was commonly called, opened its first redemption center in 1897. Customers could take their filled booklets of "green stamps" and redeem them for household products, kitchen items, and personal items. <a href="/wiki/World_War_II" title="World War II">World War II</a> put the trading stamps premium business on hold for a while, but when the G.I.s returned, the economy was robust, and the trading stamps business took off like a storm when numerous third-party companies created their own trading stamp programs to offer to supermarkets and other retailers.<sup id="cite_ref-FOOTNOTELonto2004b_6-0" class="reference"><a href="#cite_note-FOOTNOTELonto2004b-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> The bottom fell out of the trading stamp business in 1965, when supermarkets stopped issuing stamps altogether and started spending more money to advertise lower prices.<sup id="cite_ref-FOOTNOTELonto2004c_7-0" class="reference"><a href="#cite_note-FOOTNOTELonto2004c-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> Trading stamps have gone by the wayside of the modern retail marketing method of <a href="/wiki/Loyalty_card" class="mw-redirect" title="Loyalty card">loyalty cards</a> used widely in supermarkets where, instead of premiums, customers benefit from savings and convenience through coupon-free discounts.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (December 2018)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading3"><h3 id="Children's_premiums"><span id="Children.27s_premiums"></span>Children's premiums</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=4" title="Edit section: Children's premiums"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Corn_flakes" title="Corn flakes">Kellogg's Corn Flakes</a> had the first <a href="/wiki/Breakfast_cereal" title="Breakfast cereal">cereal</a> premium with <i>The Funny Jungleland Moving Pictures Book</i>. The book was originally available as a <a href="/wiki/Prize_(marketing)" title="Prize (marketing)">prize</a> that was given to the customer in the store with the purchase of two packages of the cereal.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> But in 1909, Kellogg's changed the book give-away to a premium mail-in offer for the cost of a <a href="/wiki/Dime_(United_States_coin)" title="Dime (United States coin)">dime</a>. Over 2.5 million copies of the book were distributed in different editions over a period of 23 years.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> </p><p>At the beginning of the Second World War, <a href="/wiki/Radio_broadcasting" title="Radio broadcasting">radio</a> was a big player in the promotion and distribution of premiums, usually toys that were closely related to the radio program. There were many <a href="/wiki/Radio_programming" title="Radio programming">radio shows</a> that offered premiums to their listeners, but <i><a href="/wiki/Captain_Midnight" title="Captain Midnight">Captain Midnight</a></i> was one of the best known. The early sponsor of Captain Midnight was <a href="/wiki/Skelly_Oil" title="Skelly Oil">Skelly Oil</a>, and parents could get forms to mail-in for radio premiums at the gas stations. Later, <a href="/wiki/Ovaltine" title="Ovaltine">Ovaltine</a> became the sponsor of <i>Captain Midnight</i>, and it continued the premiums through advertising on the labels and foil tops of Ovaltine that could be collected to exchange for <i>Captain Midnight</i> premiums and offering membership to the "Secret Squadron".<sup id="cite_ref-FOOTNOTEWidner1998_10-0" class="reference"><a href="#cite_note-FOOTNOTEWidner1998-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Premiums_hit_home">Premiums hit home</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=5" title="Edit section: Premiums hit home"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Betty_Crocker" title="Betty Crocker">Betty Crocker</a> products, owned by <a href="/wiki/General_Mills" title="General Mills">General Mills</a>, had one of the best-known premium programs when the company started inserting <a href="/wiki/Coupon" title="Coupon">coupons</a> in bags of flour in 1929 which consumers could collect and use to purchase <a href="/wiki/Oneida_Limited" title="Oneida Limited">Oneida flatware</a> at a reduced price. In 1932, the popular coupon program was improved so that consumers could redeem coupons for an entire set of <a href="/wiki/Cutlery" title="Cutlery">flatware</a> — the pattern was called "Friendship". Beginning in 1937, the coupons were printed on the outside of the box with point values and could be redeemed through the <i>Betty Crocker Catalog</i> in exchange for <a href="/wiki/Cookbook" title="Cookbook">cookbooks</a>, kitchenwares, and home accessories, as the box tops stated, for 25 to 75 percent savings.<sup id="cite_ref-Reichheld-tle_11-0" class="reference"><a href="#cite_note-Reichheld-tle-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> To avoid confusion with cents-off coupons, the premium program was renamed "Betty Crocker Catalog Points" in 1992.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> General Mills retired the <i>Betty Crocker Catalog</i> in December 2006 and ended the premium program after 75 years.<sup id="cite_ref-FOOTNOTEWilcoxen2006_13-0" class="reference"><a href="#cite_note-FOOTNOTEWilcoxen2006-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> (Now that the premium program is no longer in effect, consumers can clip "Box Tops for Education" that are printed on Betty Crocker products to help schools pay for educational supplies.)<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Premiums_in_the_21st_century">Premiums in the 21st century</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=6" title="Edit section: Premiums in the 21st century"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Premiums have come a long way since the 19th century and although they are rarely referred to as “premium campaigns”, the concept itself is still very much relevant to today's marketing professionals. Let's look at New World's Little Shopper promotion implemented by Foodstaffs in 201. The promotion called for customers to spend a minimum of $40 in store, in order to receive one of 44 free mini grocery items. The grocery items were identical, miniature replicas of actual products found within the supermarket. The brands of the products in which were represented in the campaign had paid Foodstaffs to be included.<sup id="cite_ref-:0_15-0" class="reference"><a href="#cite_note-:0-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p><p>In taking this approach, Foodstaffs created an opportunity for its suppliers to also take advantage of brand encounters targeting consumers who may not have necessarily been aware of their products. The use of persuasive communication techniques, i.e., television and radio advertisements created positive attitude changes amongst shoppers who may not have necessarily been loyal to a particular supermarket, aiding the company to expand their consumer reach and market share. The Little Shopper promotion also created a buzz amongst the younger generations with reports of parents succumbing to the ‘pester-powers’ of their child's fear of missing out.<sup id="cite_ref-:1_16-0" class="reference"><a href="#cite_note-:1-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p><p>The return on investment for the Little Shoppers ‘premiums’ campaign was as much tangible as it was financial. It also left a lasting impression on consumers even after the campaign had closed. Media reported on countless social media posts and TradeMe listings from consumers attempting to buy or swap the collectables in order to complete their set.<sup id="cite_ref-:0_15-1" class="reference"><a href="#cite_note-:0-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> The promotion also led to creative spin-offs with consumers <a href="/wiki/Upcycling" title="Upcycling">upcycling</a> the miniature products for wearable art competitions, again expanding Foodstaffs consumer reach.<sup id="cite_ref-:1_16-1" class="reference"><a href="#cite_note-:1-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p><p>The Little Farmers of Kissanpur is another highly successful premium campaign run by the Indian Ketchup brand Kissan. The campaign placed 22nd on the 2015 WARC list of the world's 100 best marketing campaigns. The brands tagline ‘made with real tomatoes’ was brought to life inside the consumer's home. By redesigning the products packaging to be more effective and of use to the consumer, the company designed a new bottle top. The new bottle top included tomato seeds in which consumers were encouraged to plant in order to grow their own Kissan tomato plant. In addition to providing the means to grow your own plant, Kissan followed up with a competition giving children who grew the best plants the opportunity to feature on the bottles. WARC reported that consumption of the brand grew to over 2.5 times the rate of the category.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Legality">Legality</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=7" title="Edit section: Legality"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Whilst the law in the <a href="/wiki/United_States" title="United States">United States</a> and the <a href="/wiki/United_Kingdom" title="United Kingdom">United Kingdom</a> governing premiums is relatively lax, it is comparatively stricter in several other countries. <a href="/wiki/Belgium" title="Belgium">Belgium</a>, <a href="/wiki/Germany" title="Germany">Germany</a>, and <a href="/wiki/Scandinavia" title="Scandinavia">Scandinavia</a> have strict <a href="/wiki/Consumer_protection" title="Consumer protection">consumer protection laws</a> regulating the use of premiums. In <a href="/wiki/Argentina" title="Argentina">Argentina</a>, <a href="/wiki/Austria" title="Austria">Austria</a>, <a href="/wiki/Norway" title="Norway">Norway</a>, and <a href="/wiki/Venezuela" title="Venezuela">Venezuela</a>, the law governing premiums is so strict that they are effectively banned. In <a href="/wiki/Japan" title="Japan">Japan</a>, the value of a premium is restricted to being no more than 10% of the value of the product that is purchased in order to obtain it. In <a href="/wiki/Finland" title="Finland">Finland</a>, it is illegal to describe a premium as a <i>free</i> gift. In <a href="/wiki/France" title="France">France</a>, premiums may not be made conditional upon the purchase of a third product.<sup id="cite_ref-FOOTNOTEOnkvisitShaw2008526_18-0" class="reference"><a href="#cite_note-FOOTNOTEOnkvisitShaw2008526-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=8" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Pepsi_Stuff" title="Pepsi Stuff">Pepsi Stuff</a></li> <li><a href="/wiki/Radio_premium" title="Radio premium">Radio premium</a></li> <li><a href="/wiki/Trading_stamp" title="Trading stamp">Trading stamp</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=9" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-columns references-column-width" style="column-width: 30em;"> <ol class="references"> <li id="cite_note-FOOTNOTELambHairMcDaniel2008540-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-FOOTNOTELambHairMcDaniel2008540_1-0">^</a></b></span> <span class="reference-text"><a href="#CITEREFLambHairMcDaniel2008">Lamb, Hair & McDaniel 2008</a>, pp. 540.</span> </li> <li id="cite_note-FOOTNOTEKotlerArmstrong2010504-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-FOOTNOTEKotlerArmstrong2010504_2-0">^</a></b></span> <span class="reference-text"><a href="#CITEREFKotlerArmstrong2010">Kotler & Armstrong 2010</a>, pp. 504.</span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text">Boundless. (2015, 7 21). <i>"Premiums."</i>. Retrieved from Boundless Marketing: <a rel="nofollow" class="external free" href="https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/personal-selling-and-sales-promotion-14/promotion-methods-in-consumer-sales-96/premiums-472-10621/">https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/personal-selling-and-sales-promotion-14/promotion-methods-in-consumer-sales-96/premiums-472-10621/</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20161228050058/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/personal-selling-and-sales-promotion-14/promotion-methods-in-consumer-sales-96/premiums-472-10621/">Archived</a> 2016-12-28 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a></span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text">Jutkins, R. 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(2004c). <a rel="nofollow" class="external text" href="https://web.archive.org/web/20110716160253/http://www.studioz7.com/stamps3.shtml">"THE TRADING STAMP STORY (or When Trading Stamps Stuck) Part 3"</a>. STUDIO Z•7 PUBLISHING. 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Pearson Education. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-13-700669-4" title="Special:BookSources/978-0-13-700669-4"><bdi>978-0-13-700669-4</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Principles+of+marketing&rft.edition=13th&rft.pub=Pearson+Education&rft.date=2010&rft.isbn=978-0-13-700669-4&rft.aulast=Kotler&rft.aufirst=Philip&rft.au=Armstrong%2C+Gary&rfr_id=info%3Asid%2Fen.wikipedia.org%3APremium+%28marketing%29" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFOnkvisitShaw2008" class="citation book cs1">Onkvisit, Sak; Shaw, John J. (2008). "Promotion strategies". <i>International marketing: strategy and theory</i> (5th ed.). Taylor & Francis. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-415-77261-7" title="Special:BookSources/978-0-415-77261-7"><bdi>978-0-415-77261-7</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=bookitem&rft.atitle=Promotion+strategies&rft.btitle=International+marketing%3A+strategy+and+theory&rft.edition=5th&rft.pub=Taylor+%26+Francis&rft.date=2008&rft.isbn=978-0-415-77261-7&rft.aulast=Onkvisit&rft.aufirst=Sak&rft.au=Shaw%2C+John+J.&rfr_id=info%3Asid%2Fen.wikipedia.org%3APremium+%28marketing%29" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFSmith2006" class="citation encyclopaedia cs1">Smith, Andrew F. (2006). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=4jIOEZ5F9fAC&q=junk%20food&pg=PR1">"Encyclopedia of Junk Food and Fast Food"</a>. <i>Encyclopedia of Junk Food and Fast Food</i>. Westport, CT, USA: Greenwood Press. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-313-33527-3" title="Special:BookSources/0-313-33527-3"><bdi>0-313-33527-3</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=bookitem&rft.atitle=Encyclopedia+of+Junk+Food+and+Fast+Food&rft.btitle=Encyclopedia+of+Junk+Food+and+Fast+Food.&rft.place=Westport%2C+CT%2C+USA&rft.pub=Greenwood+Press&rft.date=2006&rft.isbn=0-313-33527-3&rft.aulast=Smith&rft.aufirst=Andrew+F.&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3D4jIOEZ5F9fAC%26q%3Djunk%2520food%26pg%3DPR1&rfr_id=info%3Asid%2Fen.wikipedia.org%3APremium+%28marketing%29" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFWilcoxen2006" class="citation news cs1">Wilcoxen, William (14 December 2006). <a rel="nofollow" class="external text" href="http://minnesota.publicradio.org/display/web/2006/11/28/bettycrocker/">"Betty Crocker retires her catalog"</a>. Minnesota Public Radio.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Betty+Crocker+retires+her+catalog&rft.date=2006-12-14&rft.aulast=Wilcoxen&rft.aufirst=William&rft_id=http%3A%2F%2Fminnesota.publicradio.org%2Fdisplay%2Fweb%2F2006%2F11%2F28%2Fbettycrocker%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3APremium+%28marketing%29" class="Z3988"></span></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFWidner1998" class="citation web cs1">Widner, James F. (1998). <a rel="nofollow" class="external text" href="http://www.otr.com/cm_history.shtml">"Captain Midnight — History"</a>. <i>Old Time Radio</i>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Old+Time+Radio&rft.atitle=Captain+Midnight+%E2%80%94+History&rft.date=1998&rft.aulast=Widner&rft.aufirst=James+F.&rft_id=http%3A%2F%2Fwww.otr.com%2Fcm_history.shtml&rfr_id=info%3Asid%2Fen.wikipedia.org%3APremium+%28marketing%29" class="Z3988"></span></li></ul> </div> <div class="mw-heading mw-heading2"><h2 id="Further_reading">Further reading</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Premium_(marketing)&action=edit&section=11" title="Edit section: Further reading"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFUnderwood1992" class="citation journal cs1">Underwood, Elaine (11 May 1992). "The Premium Lure". <i>Adweek's Marketing Week</i>: 26–27. <a href="/wiki/ISSN_(identifier)" class="mw-redirect" title="ISSN (identifier)">ISSN</a> <a rel="nofollow" class="external text" href="https://search.worldcat.org/issn/0892-8274">0892-8274</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Adweek%27s+Marketing+Week&rft.atitle=The+Premium+Lure&rft.pages=26-27&rft.date=1992-05-11&rft.issn=0892-8274&rft.aulast=Underwood&rft.aufirst=Elaine&rfr_id=info%3Asid%2Fen.wikipedia.org%3APremium+%28marketing%29" class="Z3988"></span></li></ul>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Premium_(marketing)&oldid=1244317607">https://en.wikipedia.org/w/index.php?title=Premium_(marketing)&oldid=1244317607</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Categories</a>: <ul><li><a href="/wiki/Category:Marketing_techniques" title="Category:Marketing techniques">Marketing techniques</a></li><li><a href="/wiki/Category:Customer_loyalty_programs" title="Category:Customer loyalty programs">Customer loyalty programs</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Webarchive_template_wayback_links" title="Category:Webarchive template wayback links">Webarchive template wayback links</a></li><li><a href="/wiki/Category:All_articles_with_dead_external_links" title="Category:All articles with dead external links">All articles with dead external links</a></li><li><a href="/wiki/Category:Articles_with_dead_external_links_from_March_2018" title="Category:Articles with dead external links from March 2018">Articles with dead external links from March 2018</a></li><li><a href="/wiki/Category:Articles_with_permanently_dead_external_links" title="Category:Articles with permanently dead external links">Articles with permanently dead external links</a></li><li><a href="/wiki/Category:Use_dmy_dates_from_September_2023" title="Category:Use dmy dates from September 2023">Use dmy dates from September 2023</a></li><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_is_different_from_Wikidata" title="Category:Short description is different from Wikidata">Short description is different from Wikidata</a></li><li><a href="/wiki/Category:All_articles_with_unsourced_statements" title="Category:All articles with unsourced statements">All articles with unsourced statements</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_December_2010" title="Category:Articles with unsourced statements from December 2010">Articles with unsourced statements from December 2010</a></li><li><a href="/wiki/Category:Wikipedia_articles_needing_clarification_from_December_2010" title="Category:Wikipedia articles needing clarification from December 2010">Wikipedia articles needing clarification from December 2010</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_December_2018" title="Category:Articles with unsourced statements from December 2018">Articles with unsourced statements from December 2018</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 6 September 2024, at 10:25<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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