Generally speaking a premium would be an item offered by a company as an advertising product/incentive which could be obtained by sending in either coupons, proof of purchase, money, etc.
It was an advertising tool used to spur sales by many companies. The word "premium" was used to indicate that is was not commercially offered for sale but was to be obtained by redemption via product loyalty.
MANY items offered as "premiums" do not meet this general criteria and are often trade cards, team photos, etc
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