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Home→The Westburn Dictionary of Marketing→B→banded offers

banded offers

Definition:
This type of promotion takes two forms: (a) the use of an existing and well-known brand to 'carry' a free sample of another non-competing product. Both products may be produced by the same firm, for example soap and toothpaste, which has the dual advantage of increasing sales of the carrying brand while securing trial of the carried brand, or they may be complementary products of different producers, for example instant coffee and sugar. (b) Two-for-the-price-of-one: the practice of offering two related products for a price which is lower than each of them purchased separately.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker and A. J. Bound], [1998].