A product’s package is often referred to as a “silent salesperson”

and is the last marketing effort before consumers make a selection in the store. One model used to evaluate a product’s package is the VIEW model: V isibility, I nformation, E motion, and W orkability. Visibility refers to the package’s ability to stand out among competing products on the store shelf. Information is the type and amount of data included on the package. Some packages try to simulate an emotional response to infl uence buyers. Finally, all product packages perform the basic function of protecting and dispensing the product. Select two competing brands in a product category and evaluate each brand’s packaging on these dimensions.

Which brand’s packaging is superior? Suggest ways to improve the other brand’s packaging. (AACSB: Communication;

Refl ective Thinking) LO.1