Abstract:

In modern marketing (free) gift campaigns are frequently applied. At the end of 1968 and in the beginning of 1969 a free gift campaign was carried on in The Netherlands for BRIO margarine. This campaign was packaging, sending to the effect that the consumer could save the stamps put on the packing. Sending in the number of stamps fixed per premium entitled to free forwarding of the chosen premium. One could choose from five premiums. A study, conducted a few weeks after the start of this campaign amongst housewives using BRIO, was set up to gain an insight into the number of prospective orders, in total and per premium. The estimates of the prospective orders formed a basis for determining the number of premiums to be bought by the company.