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FRIDAY'S: NEWSPAPER HEADLINES/ REVIEWS ACROSS THE GLOBE

THE ROLE OF PACKAGING IN THE CONTEXT OF ADVERTISING


SECTION TWO
2.1   THE RELEVANCE OF PACKAGING IN ADVERTISING 
        The main crux of this paper is that any advertising without considering packaging factor will result in futility, therefore packaging is a sense gua-non, an indispensable condition in any advertising enterprise. Most importantly, consumers derived the perceived value of a product from a set of intangible element, purchase decision is highly influence by ‘brand, name variation at the point of sale due to packaging.
        The relevance of packaging in advertising is based on the idea that packaging is the ‘clothing’ or ‘decorative label’ of the product in terms of logistics (container) protection, fragmentation and transportation Collesei and Rava (2004).
        Moreso, packaging boosts the efficacy of any advertising, as much as advertising would be effective and efficient as Frank Jefkins propounded (in section two), it solely depend on the designs and the information’s on the pages of magazine, TV, shop window etc.
        Rationalizing from the above, packaging may also present more element with essential information and commercial power as well, word, images, colour, shape, communicate to the consumer in various ways and place both before and after shopping experience.                               In advertising, packaging permit muti-sensory and bi-directional communication to the review who always react to symbols, Douglas and Isherwood (1984).

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