What Is Your Product Saying to Consumers by Black James - Essay Example

The package is also important because of the exclusive control that the product storeowner has over it. Unlike a brand that depends on influence for creation and sustenance, the package remains the same and as created by the product owner (Black 1).

Marketers also and erroneously assume that packaging aims at capturing a customer’s attention in a purchase. One of the roles of packaging is the attraction and retention of customers. Sensitivity to the target market and branding objectives is important to the effects of packaging on the role. A package, which can also develop a brand, may be effective to attract new customers and retaining existing customers through visibility and attractive features or disrupting existing customers. Packaging can also be used to communicate changes in product and in brand into effective marketing. It also informs customers of product features and quality to help in closing sales. This is because of information that the package can offer about a product, such as ingredients, that makes a product outstanding from its competitors (Black 1).

The article focuses on the packaging but integrates elements of the actual product and branding. It, therefore, relates to the chapter 11 topics.