Book of useful information 1931 / issued from the Beecham-Veno Central Distributing Depot.
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
The inclusion of practical daily reference material (like calendars, sports records, and weather forecasts) ensures the booklet is retained for the whole year, providing continuous exposure to the embedded advertising.
Steal this when
You want your advertising to have a long lifespan in the consumer's home.