Direct mail marketing coupon books are a popular form of direct mail as they are useful to the consumer and support other marketing initiatives.
Advertising in a coupon allows direct marketing companies to get at someone who may otherwise dismiss the direct mail piece as junk mail. Coupon advertising is a method for gaining a certain degree of trust and loyalty in the marketer-consumer relationship.
Direct mail advertising coupon magazines are often sent to students, people of more precarious homeowner status and those whose analysis indicates are frequenters of convenient stores, shopping centers and the like.