What are the advantages of Internet coupons and what is the potential for fraud?
The exceptional graphics and dynamic multimedia capabilities of the Internet allow manufacturers and retailers to work together to target consumers. Consumers can access retailer web sites or third-party coupon distribution sites to find retailer- and manufacturer-sponsored coupons. Internet coupons can become an attractive part of a company’s overall marketing strategy. Internet coupons, however, are not without risk. Santella and Associates is fully aware of the controversy and has worked with other industry organizations to develop Internet coupon best practices. The Association of Coupon Professionals (ACP) recently published A Guide to Internet Coupons, which discusses the benefits and risks of Internet coupons. If your target consumers respond well to Internet incentives, you should experiment with Internet coupons. However, should you choose to incorporate Internet coupons into your marketing plan, consideration must be given to the clearing and processing of these coupons. The
