In my ownership/management days we traded w/Tanner for bic lihters and razors (for prizes) lots of hotel rms and cruises for vacation, Dairy Queen Sundaes (prizes, and Theatre Tix (prizes), and 10 record albums a week from a local department store( for 5 mentions a day). We rana religious progrm for 30 min on Sunday and got 20 jimgles annually.
We traded w/a furniture store for 3 thousand a year and got WONDERFUL living rm suite, a bedroom set (still in use 25 years later) a new Ford every year, a used car every year, groceries from a local supermarket, nice suits for our salespeople and me, gas for the sales people, snow removal for my driveway, a beautiful huge fireplace for our home, and LOTS of "classy" retssurant meals for my wife and I and LOTS of Chicago area sports and show tix
Many times, cash-poor businesses would trade and we would get merchandise, etc. The small market station still grossed 25-40k a month in cash sales.