None Essay Example | Topics and Well Written Essays - 250 words - 29

None - Essay Example Package is also important because of the exclusive control that the product storeowner has over it. Unlike brand that depends on influence for creation and sustenance, package remains the same and as created by the product owner (Black 1). Marketers also and erroneously assume that packaging aims at capturing a customer’s attention into purchase. One of the roles of packaging is attraction and retention of customers. Sensitivity to the target market and branding objectives is important to effects of packaging on the role. A package, which can also develop a brand, may be effective to attract new customers and to retain existing customers through visibility and attractive features or disrupt existing customers. Packaging can also be used to communicate changes in product and in brand into effective marketing. It also informs customers of product features and quality to help in closing sales. This is because of information that package can offer about a product, such as ingredients, that makes a product outstanding from its competitors (Black 1). Black, James. â€Å"What is your product saying to consumers? Rethinking the role of the package in communications.† AdAge. January 18, 2011. Web. March 10, 2015.