Packaging as a promotional tool

Herbert Meyers and Richard Gerstman
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Herbert Meyers: Interbrand
Richard Gerstman: Interbrand

Chapter Chapter 12 in The Visionary Package, 2005, pp 136-147 from Palgrave Macmillan

Abstract: Abstract Marshall McLuhan once said: “Ads are the cave art of the 20th century.” This statement may be complimentary or insulting, depending on how you look at it. But products cannot and should not rely only on advertising to influence the consumer. We all know there are many other avenues of promotion, such as public relations, direct marketing and product trial.

Keywords: Brand Persona; Product Placement; Brand Relationship; Advertising Budget; Promotional Tool (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28691-7_13

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DOI: 10.1057/9780230286917_13

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