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.
Don't
The premium is branded junk. A thing that is not used is not a utility.
Rights-cleared examples
'Allenburys' pastilles / [Allen & Hanburys Ltd.].
A painting book for boys and girls / presented by Carter's Little Liver Pills.
An easy task for young students and older workers / [Enoch Morgan's Sons Co].
Beecham's empire air tour : a commentary of interest to the whole family
Beecham's happy thought reading puzzle book : a new diversion for Winter evenings
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.
Beecham's music portfolio
Beecham's photo-folio : 24 choice photographic views : one penny : Conway to Carnarvon / Thomas Beecham.
Beecham's photo-folio : 24 choice photographic views one penny : York / Thomas Beecham.
Beecham's photo-folio : 24 choice photographic views one penny. Vol.12, Scotland Stirling district / Thomas Beecham.
Beecham's photo-folio : 24 choice photographic views one penny. Vol.19, Scotland Inverness and Strathpeffer district / Thomas Beecham.
Beecham's trip around the world / issued by Beecham Pills Ltd.