What is sampling in promotions, and what are its typical objectives and risks?

• A. Providing a free sample to encourage trial; objectives include trial and adoption; risks include cost and wasted samples if not properly targeted.
• B. Providing a paid subscription to a product.
• C. A method to increase packaging sizes.
• D. A method to measure brand awareness.

Answer: (A)

In promotions, sampling means giving away small free samples of a product so people can try it with no purchase required. The main aim is to spark trial and, if the experience is positive, promote adoption—turning first-time testers into regular buyers. Sampling also helps build awareness, can generate word-of-mouth, and lets a brand collect feedback to improve the product or messaging. But it carries notable risks: it’s expensive on a per-unit basis, and if the samples aren’t well targeted, many go to people unlikely to buy, wasting money and resources. There can also be logistical challenges, inventory management issues, and the potential for devaluing the brand if the sampling isn’t perceived as high quality or is overused.

So the best answer captures giving a free sample to encourage trial, with objectives centered on trial and adoption, and risks tied to cost and wasted samples when targeting isn’t precise. The other options describe different tactics—paid access, changing packaging, or measuring awareness—not the act of offering free samples.