Advertising Age Article Abstract
Sampling: The New Mass Medium
Tactic Has Won Over Likes of Starbucks, McD's and Morphs Into Big 'Event'
NEW YORK (AdAge.com) -- 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. ...