In- and on-pack promotions can increase brand visibility and customer awareness, create retailer enthusiasm, reward customer loyalty and promote impulse purchases. But they also can encourage new or additional uses for the brand and promote trial of other products in a company's brand portfolio. While consumer goods companies often use the product package to offer premiums and cents-off coupons, they're leveraging the strength of one brand's equity to reinforce that of another. "Marketers ...

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