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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Copyright information
© 2005 Herbert Meyers and Richard Gerstman
About this chapter
Cite this chapter
Meyers, H., Gerstman, R. (2005). Packaging as a promotional tool. In: The Visionary Package. Palgrave Macmillan, London. https://doi.org/10.1057/9780230286917_13
Download citation
DOI: https://doi.org/10.1057/9780230286917_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-51024-5
Online ISBN: 978-0-230-28691-7
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)