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.
AGGREY, N (2021). PACKAGING DESIGN IN THE MARKETING MIX: PERSPECTIVES OF ADVERTISING AGENCY MANAGERS. Afribary. Retrieved from https://afribary.com/works/packaging-design-in-the-marketing-mix-perspectives-of-advertising-agency-managers
AGGREY, NAT "PACKAGING DESIGN IN THE MARKETING MIX: PERSPECTIVES OF ADVERTISING AGENCY MANAGERS" Afribary. Afribary, 10 Mar. 2021, https://afribary.com/works/packaging-design-in-the-marketing-mix-perspectives-of-advertising-agency-managers. Accessed 20 May. 2024.
AGGREY, NAT . "PACKAGING DESIGN IN THE MARKETING MIX: PERSPECTIVES OF ADVERTISING AGENCY MANAGERS". Afribary, Afribary, 10 Mar. 2021. Web. 20 May. 2024. < https://afribary.com/works/packaging-design-in-the-marketing-mix-perspectives-of-advertising-agency-managers >.
AGGREY, NAT . "PACKAGING DESIGN IN THE MARKETING MIX: PERSPECTIVES OF ADVERTISING AGENCY MANAGERS" Afribary (2021). Accessed May 20, 2024. https://afribary.com/works/packaging-design-in-the-marketing-mix-perspectives-of-advertising-agency-managers