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The Choice between Front-Loaded and Rear-Loaded Coupons for

The Choice between Front-Loaded and Rear-Loaded Coupons for 2026

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The document analyzes the effectiveness of front-loaded versus rear-loaded coupons for new brands entering the market. Through two experimental studies, it finds that front-loaded coupons lead to higher purchase intentions and promotion appraisals compared to rear-loaded coupons, especially when existing brands do not promote or use rear-loaded promotions. The research highlights the importance of promotional type and timing in enhancing consumer awareness and demand for new products.

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What is a coupon pack in marketing?

Coupon advertising is a strategy where businesses offer promotional discounts through coupons to encourage customers to make a purchase or book a service. These coupons can take a variety of different forms digital vouchers, promo codes for online booking, physical flyers, or referral discounts.

Which is the optimal choice of promotional vehicles front loaded or rear loaded incentives?

While in both variety-seeking and inertial markets, the sales impact and the sales on discount are higher for front-loaded promotions than for rear-loaded promotions, from a profitability perspective, rear-loaded promotions may be better than front-loaded promotions.

What are the two types of coupons?

There are two major kinds of coupons to know about: Store coupons are issued by a specific retailer and can only be used at those locations. Manufacturers coupons are issued by the company that makes the product and can be used at any retailer that accepts them.

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