This to my mind is how sales promotions should be created. Ad it applies to say competitions as much as it does to straightforward premium offers. Admittedly, in many cases the object of the marketing exercise is to shift goods off supermarket shelves as quickly as possible : in which case a premium offer which is popular, but which had no direct creative link with the product, is often all that is required. One of the points that this book makes it that marketing and promotional managers organize that sort of offer too often without trying to place it into the longer-term marketing strategy of their products.