Name and describe the VIEW model for evaluating a package and ...

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Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.

Question 2

Lillian, a jewelry designer wants to use _____ advertising if to convey elegance, quality, and sophisticated appeal.
 a. television
  b. billboard
  c. newspaper
  d. radio
  e. magazine

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Answer to Question 1

Four general features can be used to evaluate a particular package, and they are visibility, information, emotional appeal, and workability (i.e., VIEW). Visibility signifies the ability of a package to attract attention at the point of purchase. The objective is to have a package stand out on the shelf yet not be so garish that it detracts from a brand's image. Bright colors and novel graphics, sizes, and shapes can enhance a package's visibility. Information deals with various forms of product information that are presented on packages (e.g., product ingredients, usage instructions, claimed benefits, nutritional information, and product warnings). The objective is to provide the right type and quantity of information without cluttering the package with excessive information. Emotional appeal is concerned with a package's ability to evoke a desired feeling or mood. Packages from some brands contain virtually no emotional content and emphasize instead informational content, whereas others emphasize emotional content and contain very little information. The major determinant is the nature of the product category and the underlying consumer behavior involved. Workability refers to how a package functions rather than how it communicates. Issues are protection of product contents, facilitation of storage, ease of use for the consumer, protection against damage and pilferage, and environmental concerns.

Answer to Question 2

e

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Excellent

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