Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages
Paper
Paper/Presentation Title | Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages |
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Presentation Type | Paper |
Authors | Woodside, Frances (Author) and Summers, Jane (Author) |
Journal or Proceedings Title | Proceedings of the 2008 Global Marketing Conference |
Number of Pages | 13 |
Year | 2008 |
Place of Publication | Gyeongnam, Republic of Korea |
Conference/Event | 2008 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 |
Keywords | packaging, sponsorship, sponsors, leveraged advertising, SLP |
ANZSRC Field of Research 2020 | 350604. Marketing communications |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | No indication of copyright restrictions for this conference paper. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yyw4/packaging-exploitation-in-fast-moving-consumer-goods-consumer-processing-of-sponsorship-messages
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