Question

Packing carries more of the promotional burden today than in the past, when most products were sold through direct sales. The change from using salespersons to using self-service outlets has put more responsibility on packaging for:

Answer 1

Packaging carries a heavier promotional burden in the modern retail landscape, serving as a primary means of attracting customers and communicating brand identity, especially with the shift from direct sales and personalized service to self-service shopping environments.

Step-by-step explanation:

The transition from direct sales to self-service outlets has increased the promotional role of packaging. With the decline of salespeople, packaging now has a greater responsibility for attracting customer attention, providing product information, and facilitating branding. The place-product-packaging concept was introduced by chains like restaurants and hotels to encourage repeat visits by offering recognizable and consistent architectural designs, logos, and layouts. This concept allows customers to expect consistent service, product quality, and pricing. In modern times, packaging also extends to political campaigns, where candidates are marketed like products, as was the case with John F. Kennedy. National brands rely on packaging to minimize miscommunication in the market and ensure brand integrity against fraudulent practices, such as altering the product. Lastly, the physical aspects of a product - including its packaging and firm's location - are vital in distinguishing producers within the marketplace and can significantly influence sales.