Topic 7 - packaging Flashcards Preview

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Flashcards in Topic 7 - packaging Deck (4)
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What are some functions of packaging?

- Contains and protects the product
-Draws attention to the brand
-Break through competitive clutter at point of purchase
- Justify the price/value to consumer


What is involved in the view model?

- Visibility
- Information e.g can it be provided without taking away from the product
-Emotional appeal


What are the 5 dimensions of brand personality?

1) Sincerity - honest and down to earth
2) Excitement
3) Competence
4) Sophistication
5) Ruggedness


Why may packaging be the biggest medium of communication?

- Its extensive reach to almost all purchasers of the category
-High level of involvement of users actively scanning the packaging for information