Product sampling has emerged as a major sales promotion technique which is preferred to mass couponing and mass advertising. Samples are being distributed at retail outlets, in airplanes, theatres and special events. They also come to us directly through mail and media. Sampling is very common for new products. Sampling helps established products too. It creates brand awareness and builds up brand equity. Sampling is more likely to lead to purchase than distribution of a coupon alone. Coupons could be attached to samples and then redeemed. Such coupling  leads to a better redemption rate. Test drives of autos is also a sampling practice. Computer demos are also a sampling practice. In theatre give-aways are becoming popular. Sampling puts food products into the mouth of customers. Sampling keeps products top-of-mind.