Are coupons still popular with consumers? If your company is marketing a product, are coupons an effective way to reach consumers? There is a significant difference in mass couponing, most familiar to the consumer in the form of the free-standing inserts in the daily newspaper, and strategically targeted coupons delivered directly to select individual households. Chief among the differences is the fact that in several key targeted coupon sectors, including food and beverage, household products and pet products, redemption rates are actually on the rise.