PACKAGING DESIGN IN THE MARKETING MIX: PERSPECTIVES OF ADVERTISING AGENCY MANAGERS

ABSTRACT

The study examines the perspectives of advertising agency managers about packaging design in t he marketing mix. Packaging design i s an important component of the marketing mix with potential to contribute significantly to the marketing process. Using the qualitative research approach, in-depth interviews were conducted on purposively sampled advertising agency managers in Ghana e specially involved in creative work, and the result was subjected to thematic analysis. It was found out that packaging design contributes to the marketing process as part of product branding; it also enhances ‘ sellability’, and communicates pertinent product information a bout product to its target. The main factors considered in packaging design are the target market f or the product, and need t o ensure originality and innovation. From t he perspective of creative advertising agency managers, the brand owners make t he major packaging design decisions, hence, receiving a good brief from brand owners is a prerequisite for effective packaging. Meanwhile, effective packaging design must be informative and instructive. The study concludes t hat packaging design is a n indispensable promotional activity in the marketing mix with strategic and functional roles. However, creating effective packaging design requires a close collaboration between brand owners and their agencies.