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Most marketing professionals I know generally apply established marketing principles when planning ad campaigns, formulating positioning strategies, designing logos, or giving packaging briefs. It is not so when it comes to sales promotions.
Most premium/giveaway purchases are gut decisions, often done on a whim or in response to a sales pitch. In many FMCG companies, marketing managers don't have much of a choice: They have to choose from in-house product portfolio where there is an inventory problem. That is why you find toothpaste sold as a free gift with jams, and soaps with atta. I have heard amused competitors laughing on whether their jam and atta are so bad that the consumers need soap or toothpaste to clean up afterwards! I hear that often the premium decision is taken at a higher level in such diversified companies and also sometimes products, which are nearing shelf-life, are given away with sales promotion.
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