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Part One Introduction to Integrated Marketing Communications
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 2-23 Listerine
communicates through
effective packaging
I. Introduction to Integrated
Marketing
Communications
Exhibit 2-24 The packaging creates product image
2. The Role of IMC in the
Marketing Process
© The McGraw−Hill
Companies, 2003
than 20,000 items competing for attention. Not only must a package
attract and hold the consumer’s attention, but it must also communicate
information on how to use the product, divulge its composition
and content, and satisfy any legal requirements regarding disclosure.
Moreover, many firms design the package to carry a sales promotion
message such as a contest, sweepstakes, or premium offer.
Many companies view the package as an important way to communicate
with consumers and create an impression of the brand in
their minds. In other instances packages can extend the brand by
offering new uses. For example, Listerine’s PocketPaks (Exhibit
2-23) have created new opportunities for the mouthwash. Design factors
such as size, shape, color, and lettering all contribute to the
appeal of a package and can be as important as a commercial in
determining what goes from the store shelf to the consumer’s shopping
cart. Many products use packaging to create a distinctive brand
image and identity. The next time you walk by a perfume counter, stop to look at the
many unique package designs (see Exhibit 2-24). Packaging can also serve more functional
purposes. For example, Tylenol’s Safe-Ty-Lock bottle protects children from
consuming the medicine when they shouldn’t (Exhibit 2-25).
Price Decisions
The price variable refers to what the consumer must give up to purchase a product or
service. While price is discussed in terms of the dollar amount exchanged for an item,
the cost of a product to the consumer includes time, mental activity, and behavioral
effort. 18 The marketing manager is usually concerned with establishing a price level,
developing pricing policies, and monitoring competitors’ and consumers’ reactions to
prices in the marketplace. A firm must consider a number of factors in determining the
price it charges for its product or service, including costs, demand factors, competi-
Exhibit 2-25 Packaging may also add product benefits