We can also distinguish between sales promotion tools that are consumer franchise building and those
that are not. The former impart a selling message along with the deal, such as free samples, frequency
awards, coupons when they include a selling message, and premiums when they are related to the product.
Sales promotion tools that typically are not brand building include price-off packs, consumer premiums
not related to a product, contests and sweepstakes, consumer refund offers, and trade allowances.