Premium
Integrated Marketing Communications and the New Package Design Reality: Access vs. Impact
Author(s) -
O'Connor Bill
Publication year - 1997
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1997.tb00508.x
Subject(s) - context (archaeology) , marketing , package design , business , plan (archaeology) , key (lock) , process (computing) , integrated marketing communications , marketing research , digital marketing , computer science , marketing plan , advertising , marketing management , manufacturing engineering , engineering , relationship marketing , geography , computer security , archaeology , operating system
CONTEMPORARY MARKETING EXISTS in an environment characterized by media diversity, a high degree of segmentation, and a dependence on the visual. In this context, as part of a broader marketing plan, package design can be a key pathway to consumers. To discover the images that yield consumer access and create effective packages, Bill O'Connor examines a research and design methodology referred to as Image Engineering®, a process successfully used in developing marketing and packaging strategies for the Louis Rich and Tyson brands.