Product’s package is often considered a “silent salesperson.”
Product’s package is often considered a “silent salesperson.” It is the last marketing effort before consumers make a selection in the store. One model that is used to evaluate a product’s package is the view model: visibility, information, emotion, and workability. Visibility refers to the package’s ability to stand out among competing products on the store shelf. Information is the type and amount of information included on the package. Some packages try to simulate an emotional response to influence buyers. Finally, all product packages perform the basic function of protecting and dispensing the product. Select two competing brands in a product category and evaluate each brand’s packaging on these dimensions. Which brand’s packaging is superior?
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