Topic 7 - packaging Flashcards
1
Q
What are some functions of packaging?
A
- Contains and protects the product
- Draws attention to the brand
- Break through competitive clutter at point of purchase
- Justify the price/value to consumer
2
Q
What is involved in the view model?
A
- Visibility
- Information e.g can it be provided without taking away from the product
- Emotional appeal
- Workability
3
Q
What are the 5 dimensions of brand personality?
A
1) Sincerity - honest and down to earth
2) Excitement
3) Competence
4) Sophistication
5) Ruggedness
4
Q
Why may packaging be the biggest medium of communication?
A
- Its extensive reach to almost all purchasers of the category
- High level of involvement of users actively scanning the packaging for information
