In an age in which more than 90% of U.S. consumers take advantage of coupons, some debate exists as to which format, digital/mobile or print, is the most effective..
Resources:
Discussion Questions:
- Read the following articles. Explain the advantages of digital/mobile coupons.
- From the same articles, explain the advantages of print/FSI.
- From the article regarding the potential overemphasis on digital, what does the author suggest is the real key to couponing?
- Which demographic factors (age, gender) play the most important role in determining the type of coupon that will appeal to individual groups? What role does being promotion prone, price sensitive, brand loyal, or a brand preference consumer play in choosing coupon formats? Explain your answer.
Clow/Baack 