Thesuccessof sampling isdemonstrated bythefact that approximately 90 percent of companiesuse sampling and currentlyinvest 13 percent oftotal consumer promotional budget in thetechnique.Sampling and other forms of in-storepromotions have driven consumer promotionalbudgets past those of traditional consumer mediaadvertising
◼ The success of sampling is demonstrated by the fact that approximately 90 percent of companies use sampling and currently invest 13 percent of total consumer promotional budget in the technique. Sampling and other forms of in-store promotions have driven consumer promotional budgets past those of traditional consumer media advertising
The popularityof sampling isdirectly related tothe ability of manufacturers to identify and reachspecific target segments. Sampling has becomemore sophisticated than just hanging mini-boxesof detergent on doorknobs. Marketers areputting trial-size packages in consumer's handsthough targeted giveaway programs withretailers,at unexpected places like airplane andtheaters as well as special events.However,manufacturers are finding it increasinglynecessary to balance the positive features ofsampling with the need for minimal waste ofcirculation
◼ The popularity of sampling is directly related to the ability of manufacturers to identify and reach specific target segments. Sampling has become more sophisticated than just hanging mini-boxes of detergent on doorknobs. Marketers are putting trial-size packages in consumer’s hands though targeted giveaway programs with retailers, at unexpected places like airplane and theaters as well as special events. However, manufacturers are finding it increasingly necessary to balance the positive features of sampling with the need for minimal waste of circulation