Explain and give examples of how packaging protects, communicates, and promotes usage.
What will be an ideal response?
Above all, the package must protect the product. The challenge is defining how much protection is necessary and cost-effective. Protecting customers from unauthorized access to the product is also part of package design. Prescription bottles and most over-the-counter medicines are required to be tamper-proof and child-proof to protect customers. Package safety seals provide a layer of security and verification to the customer that the product has not been altered before purchase. Finally, a growing concern is product theft, particularly in the retail store. As a result, the package design should include anti-theft methodology, such as bar coding or magnetic stripes, that discourages shoplifting.
Packages communicate a great deal of information about the product. Some of that information is designed as marketing communications. At the point of sale, the package is the last marketing communication the customer will see before the purchase. Consequently, packaging plays a critical role in the company's overall marketing communications strategy, particularly for consumer products. Packaging must be designed to easily communicate critical brand messages quickly through color or design cues. Unique package design can create a distinctive competitive advantage.
Package design also encourages product use. It does this in several ways. First, packages frequently show the product being used by a happy customer. This connects the product to the target customer. Second, in many cases, packages visually demonstrate a product. Third, marketers and package designers make extensive use of blister packs (products encased in clear plastic) and other package designs to visibly present and protect the product.
You might also like to view...
Janet is nervous about an interview she has with a potential employer next Monday, so she gets her mother, sister, and best friend to run through possible questions she might be asked. This is an example of a/an
a. scrimmage interview. b. practice interview. c. test interview. d. mock interview.
A manager has received an analysis of several cities being considered for a new order fulfillment center (warehouse) for Shop at Home Network. The scores (scale is 10 points = best) are contained in the table below
a. If the manager weights the factors equally, how would the locations be ranked? b. If transportation costs and operating costs are given weights that are double the weights of the others, should the locations be ranked differently? Location Factor W X Y Z Business services 7 9 5 4 Community services 5 7 6 7 Real estate cost 7 3 8 6 Construction costs 8 6 6 5 Operating costs 5 4 7 6 Business taxes 6 9 6 4 Transportation costs 8 6 7 8
Compose a haiku using three or more of the key terms in Agile PM
What will be an ideal response?
Which of the following statements is the objective of the moving averages and exponential smoothing methods?
A. To maximize forecast accuracy measures B. To smooth out random fluctuations in the time series C. To characterize the variable fluctuations by an exponential equation D. To transform a nonstationary time series into a stationary series