Coupons Hold on Survive Procter & Gamble's Cutting Back

By Bernice Kanner 1996, Bloomberg Business News | St Louis Post-Dispatch (MO), September 1, 1996 | Go to article overview

Coupons Hold on Survive Procter & Gamble's Cutting Back


Bernice Kanner 1996, Bloomberg Business News, St Louis Post-Dispatch (MO)


Coupon use has dropped slightly since the world's largest advertiser, Procter & Gamble Co., cut back distribution in February, but overall appeal remains strong.

"The number of coupons distributed has declined slightly from 1995 to 1996," said Charles Brown, marketing vice president at Dun & Bradstreet's Nielsen Clearing House promotional services unit. "But half the top 10 manufacturers have increased distribution."

More than 3,000 companies issued 291 billion coupons last year, almost twice the number dumped on the market in 1994, said Sharon Joyner-Paine, spokeswoman for Carolina Manufacturing Service, which prints and processes coupons for food and household goods manufacturers. "No other marketing vehicle can reach 50 million households in one day so cost-effectively," said Joyner-Paine. About 161 companies issued coupons for the first time last year. Used By 1 In 3 Shoppers Coupons have changed the way Americans shop. Almost one of every three consumers say they wouldn't shop without them. About 82 percent say they use them regularly. That didn't stop Procter & Gamble from reasoning that with only 2 percent of coupons cashed in the last two years, they're a drag on the company's $5 billion marketing budget. "There's nothing effective about a system that fails 98 percent of the time," said P&G spokeswoman Elizabeth Moore. Not all companies are ready to make the break. Clorox Co. and Kimberly-Clark Corp., which considered following Procter & Gamble's lead, are sticking with coupons for now. In February, Procter & Gamble, which at one time issued about 3 billion coupons a year, stopped circulating them in three New York areas and reduced distribution across the country. Since 1990, it's cut its coupon spending in half. The New York Attorney General's office is investigating whether P&G, along with Tops Markets and Wegmans Food Markets Inc., are trying to use their strong market positions to discourage others from issuing coupons. New York Attorney General Dennis Vacco said the consumer goods maker is cooperating with the investigation. Vacco said it probably won't, however, disclose results of its experiment in eliminating coupons - figures that manufacturers and retailers would love to see. While coupons remain popular, "the players and play itself has changed slightly," said Nielsen Clearing House's Brown. Cereals and breakfast foods, for example, once the top category for which grocery coupons were distributed, fell almost 40 percent from midyear 1995 to No. 5. That category was superseded by health aids, hair care, pet food and oral hygiene products. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Coupons Hold on Survive Procter & Gamble's Cutting Back
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.