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Sampling: The New Mass Medium

Advertising Age | 13 hours 57 minutes ago

NEW YORK (AdAge.com) -- Sampling: It's the new medium. One of marketing's oldest and least glamorous practices -- doling out free product -- has come a long way from the gray-haired ladies in the supermarket aisle. No longer the province of marketers who can't afford to buy mass media, deep-pocketed giants from McDonald's to Starbucks, Coca-Cola and Dunkin' Donuts are adopting sampling on a grand scale, turning it into a media event -- and, in some cases, the media buy.... (more)

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