Dictionary of Marketing Terms: on-pack premium
on-pack premium
gifts or discount coupons that are a part of or attached to the outside of a package. The on-pack premium is designed to help promote sales of a product. When the premium is a gift or novelty item, it is typically one that has value as an impulse purchase item. Manufacturers must be careful, however, because sometimes the on-pack premium will make the package bulky and difficult to stack on shelves, in which case the retailer will not display it and the purpose of the premium will be defeated. Another disadvantage is that sometimes the on-pack premium will encourage theft.
