ABSTRACT
This chapter discusses some of the reasons to place the coupon in its proper position of importance in an advertising campaign. The original reason for the use of a coupon doubtless hinges on the idea of providing for the reader a convenient medium upon which to write his request for information. A booklet or free samples are offered and where the objective in the advertisement is to produce inquiries, the coupon has a valuable part to play in the drama of advertising. With a little reduction in size, however, it could be brought up to date and it is used here to illustrate the part a coupon can play in effective advertising display. The money-back offer can be made, in the regular text matter of the advertisement, it seems to take on added strength when it is included in the part of the coupon which the reader signs.
