Advertising Exam 2

- Most important Point-Of-Sale merchandising tool (in-store)

- Has only 1/17th of a second to get attention.

- Takes into account:

Must protect contents
Must meet reasonable cost standards.

- Create pleasant or unpleasant responses

- Inform consumer about type of product

- Influence perception of quality, value and purity

So, package color is a critical component in marketing communication

-Increases heart rate & adrenaline

-Communicates power and vitality

-Stimulates a desire to conquer

-Conveys a sense of structure, sensibility, practicality and dependability

-Makes container appear larger

-May convey a cut-rate price image

-If not used properly, can detract from the perceived quality of the product.

-Fresh, light, clean, airiness.

-Often used on low-fat and diet foods

-May be associated with dairy products, and so implies freshness and purity.

1. Recognition – cut through the clutter?

2. Imagery – what does it say to the user?

3. Structure – easy to open?

4. Behavior – does the consumer want to purchase it?

-products
-marketing materials

-advertising
-consumer experiences

-public relations efforts

-plus the intangible ‘emotional connection’ that exists in the consumer’s mind