PACKAGING AS AN INSTRUMENT OF THE PROMOTIONAbstract: This article concerns the meaning of packaging of the product in its promotion and sale. The author of this article quotes definitions and functions of wrappings as well as the place of packaging in the composition of marketing-mix. Then he characterizes the factors determining the choice of packaging by customers - first of all, the fabric, the size, the shape and the colour. Next he describes two important functions served by packaging: the promotional function which consists in encouraging to the purchase by customers and the sales function which is connected with the improving of the exposition and the sale of goods in the shop. The full performing of these analysed functions by packaging of the product is the basis of market success of the enterprise.
Keywords: promotional function of packaging, sales function of packaging
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|MLA||Ciechomski, Wiesław. "PACKAGING AS AN INSTRUMENT OF THE PROMOTION." Logforum 4.4 (2008): 4.|
|APA||Wiesław Ciechomski (2008). PACKAGING AS AN INSTRUMENT OF THE PROMOTION. Logforum 4 (4), 4.|
|ISO 690||CIECHOMSKI, Wiesław. PACKAGING AS AN INSTRUMENT OF THE PROMOTION. Logforum, 2008, 4.4: 4.|