Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages

Paper

Woodside, Frances and Summers, Jane. 2008. "Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages." 2008 Global Marketing Conference: Marketing in the Dynamic Global World. Shanghai, China 20 - 23 Mar 2008 Gyeongnam, Republic of Korea.
Paper/Presentation Title

Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages

Presentation TypePaper
AuthorsWoodside, Frances (Author) and Summers, Jane (Author)
Journal or Proceedings TitleProceedings of the 2008 Global Marketing Conference
Number of Pages13
Year2008
Place of PublicationGyeongnam, Republic of Korea
Conference/Event2008 Global Marketing Conference: Marketing in the Dynamic Global World
Event Details
2008 Global Marketing Conference: Marketing in the Dynamic Global World
Event Date
20 to end of 23 Mar 2008
Event Location
Shanghai, China
Abstract

[Abstract]: With global spending now exceeding US$500 billion, packaging is considered a critical strategic element for brand differentiation and identity. This paper examines consumer response to 'sponsorship leveraged packaging' (SLP), a marketing tool commonly used in the Australian FMCG Industry. Findings indicate that sponsorship messages depicted on FMCG packaging are predominantly processed incidentally, but that involvement with the sponsor
increases the level of elaboration. These findings are exploratory in nature and additional empirical work is required to confirm how consumer's process SLP.

Keywordspackaging, sponsorship, sponsors, leveraged advertising, SLP
ANZSRC Field of Research 2020350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
Public Notes

No indication of copyright restrictions for this conference paper.

Byline AffiliationsSchool of Management and Marketing
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