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Packaging as a promotional tool

  • Herbert Meyers
  • Richard Gerstman

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 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Herbert Meyers and Richard Gerstman 2005

Authors and Affiliations

  • Herbert Meyers
    • 1
  • Richard Gerstman
    • 1
  1. 1.InterbrandUSA

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