Johnson & Johnson
One of the ways to ensure getting floor space for your product is to send the merchandise to the dealer with some kind of special promotional offer to the consumer or a special incentive to the dealer. The Johnson and Johnson display has a recipe book offer, with a sample of the book attached to the display for study and an offer pad with the instructions on how to obtain the recipe book. This type of merchandiser is referred to as a "send-away premium."
– Harvey Offenhartz, “Point-Of-Purchase Design” (1968)