Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages

Woodside, Frances and Summers, Jane (2008) Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages. In: 2008 Global Marketing Conference: Marketing in the Dynamic Global World, 20-23 Mar 2008, Shanghai, China.

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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 increases the level of elaboration. These findings are exploratory in nature and additional empirical work is required to confirm how consumer's process SLP.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No indication of copyright restrictions for this conference paper.
Depositing User: Mrs Frances Woodside
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 09 Jun 2009 11:53
Last Modified: 02 Jul 2013 23:13
Uncontrolled Keywords: packaging, sponsorship, sponsors, leveraged advertising, SLP
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 90 Commercial Services and Tourism > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/4890

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