The Power of Packaging
Steven Jugger, GfK Great Britain, describes how a simple research technique can demonstrate a pack's ability to add brand value
Millions of pounds are spent by packaged goods manufacturers to judge the effectiveness of their advertising, yet packaging, the final element in the communication chain between manufacturer and consumer, receives less attention. This is surprising, given that a recent Point of Purchase Advertising Institute (POPAI) survey suggests that over 70% of all purchasing decisions are made in-store at the point of purchase. Brand purchases are being made or broken in the final five seconds. Effective...