An effective premium is one that:

Question

Quizplus · Accepted Answer

An effective premium should tie into the overall positioning and communications campaign of the brand. This means that the premium should align with the brand's message and target audience, and should not distract consumers from the main reason for the brand's existence. An effective premium should also encourage repeat purchase of the same brand, rather than inducing one-time trial purchases of a brand with low awareness. Finally, the premium should ideally have some impact on the organization's pioneering advertising, by reinforcing the brand's message and increasing brand recognition.

An Effective Premium Is One That