Pro Carton: Packaging packs powerful punch

- Packaging: a medium with considerable power study compared the efficacy and reach of 23 communication channels.

 

- Packaging is a medium with broad width, and is effective both in the stores as well as in the consumers' homes

 

A study by Pro Carton, the European association of carton and cartonboard manufacturers, has shown that packaging is one of the most influential communication media and contributes greatly to brand communication.

 

The Packaging: a medium with considerable power study compared the efficacy and reach of 23 communication channels.

 

Commissioned by Pro Carton and FFI, and conducted by Pointlogic International Media Consultants in Germany, the study examined the contribution of packaging from two angles: the media-relevant data of the individual consumers were quantified for the first time with packaging and put into relation with other promotional carriers, and the potentials of packaging in reaching marketing and advertising objectives were calculated on this basis.

 

Over 2,000 persons were surveyed, a representative cross-section of the German population. The respondents were not informed that the study was specific to packaging. They had to connect 23 different media with relevant communication tasks and estimate how well each channel is suited for meeting this task.

 

The results showed cartons are not just packaging but an instrumental marketing instrument in their own right, and an advertising channel the same as TV, print or the internet.

 

Pro Carton said the results showed that packaging is one of the most influential communication media and contributes greatly to brand communication.

   

It added that packaging is a medium with broad width, and is effective both in the stores as well as in consumers' homes. It also has a powerful effect on the various aspects of the buying process.

 

Furthermore, packaging appeals to all consumers similarly. Younger consumers tend to observe packaging even more than older consumers, while it will remain of major relevance in a digital media world as a means to connect consumers with the internet via codes.

 

Pro Carton president Roland Rex said: ‘Packaging belongs to marketing planning and the marketing budget same as the other media.

 

‘It is not simply a medium among many, but one of the most effective. The carton not only presents one of its best sides here, it is also the most sustainable form of packaging.’

 

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