ORLANDO, Fla. -- Using coupons to drive product sales is more complicated than it has ever been, according to a leading brand marketer. Also, coupons should be viewed as just one tactic in a total sales promotion program that centers around basic marketing, said Carl Woodard, director of sales promotion services at Hunt-Wesson, Fullerton, Calif. "To be effective in couponing today, you must force yourself to ask a lot of questions," he said."You have to see what you want to accomplish. Is ...

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