VENDORS QUESTIONING VALUE OF COUPONING

CHICAGO -- Much of the talk about coupons of late has focused on how to streamline the complex processing system with innovative programs such as quick pay, one-step and electronic clearing.But speakers at a seminar on coupon management here, sponsored by the Grocery Manufacturers of America, Washington, repeatedly raised an even more fundamental question: Is couponing, as a marketing tool, worth

CHICAGO -- Much of the talk about coupons of late has focused on how to streamline the complex processing system with innovative programs such as quick pay, one-step and electronic clearing.

But speakers at a seminar on coupon management here, sponsored by the Grocery Manufacturers of America, Washington, repeatedly raised an even more fundamental question: Is couponing, as a marketing tool, worth the effort?

"We clearly are concerned about the overall efficiency of couponing,

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