Beecham's help to scholars : containing arithmetical tables and signs, weights and measures, tables of the metric system, geographical and geometrical definitions, sol-fa modulator, and other useful information arranged progressively / Beecham's Pills, Ltd.
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
By providing genuine utility in the form of reference tables, the brand ensures the booklet is kept and referred to repeatedly. The advertising message is carried along with the helpful content, creating positive associations.
Steal this when
You want to create a long-lasting premium or promotional item that the audience will keep for reference.