SAMPLING GETS SOPHISTICATED

Something old is becoming one of the hottest strategies in selling branded goods.Sampling has been around ever since Eve tried to foist that apple on Adam. But lately, through technology and a collection of approaches loosely referred to as "value-added," brand managers are using it to cut through the advertising clutter and more directly reach their target audiences.The results have been impressive.

Something old is becoming one of the hottest strategies in selling branded goods.

Sampling has been around ever since Eve tried to foist that apple on Adam. But lately, through technology and a collection of approaches loosely referred to as "value-added," brand managers are using it to cut through the advertising clutter and more directly reach their target audiences.

The results have been impressive. In a recent study, 72% of consumers said they bought at least some of

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