Advertising is playing an increasing role in the marketing of agricultural products and the literature on advertising theory is beginning to reflect this importance to agriculture trade [Hochman, Thompson, Ward, 1976]. Surprisingly, a number of specific media for informing and/or stimulating the consumer have received minimal analysis by economist. In particular, the economic theory of coupons and its applications have all but been ignored in the studies of advertising effectiveness. Yet, coupons represent a multi-million dollar industry with the majority of the programs related directly to food consumption [Henderson, Nielson, 1965, Nielson]. Recognizing the deficiency in both conceptual and applied research relating to the use of coupons, this paper will set forth some basic economic principles of coupons and then report the empirical results from a cross-sectional time series study of national coupon programs for promoting frozen concentrated orange juice.