The concept behind any dialogue has to be focused on increasing the consumer’s sense of comfort or value. If you offer incentives on brands people don’t accept or know, you aren’t offering anything. But if your offer underscores a key value of your proposed relationship, an incentive can work wonders.
via Alltop RSS http://www.adlittle.com/downloads/tx_adlprism/1997_q4_27-32.pdf
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