Over 2,000 persons were surveyed, a representative cross section of the German population over 18 years. The respondents were not informed that the study was specific to packaging. They had to connect 23 different media with relevant communication tasks and estimate how well each channel is suited for meeting this task.

Roland Rex, President of Pro Carton: "Actually we have always perceived packaging as a powerful marketing instrument and medium in its own right. However, there were no facts to underline this. Pro Carton has therefore commissioned a study to remedy this omission. We wanted to know where we stand."

Packaging is a medium – in fact it is two
For the very first time a comprehensive study has examined the power of packaging both at the Point of Sale as well as in a domestic environment in a direct comparison with other media and channels used in marketing communications. The results are clear:

• Packaging is one of the most influential communication media and contributes greatly to brand communication.
• Packaging is a medium with broad width – it is effective both in the stores as well as in the consumers' homes.
• Packaging has a powerful effect on the various aspects of the buying process. It helps to make purchasing decisions, gives orientation in the store, says something about the quality and environmental aspects of the product, promotes consumption, repeat purchase and recommendation.
• Packaging appeals to all consumers similarly. Younger consumers tend to observe packaging even more than older consumers – a sure sign that packaging will not lose in importance long-term.
• Packaging is of major relevance in a digital media world. One the one hand it can connect consumers with the Internet via codes, on the other hand, consumers want to see and study the packaging during online purchases.
  

Roland Rex summarises: "The numbers are clear cut: packaging belongs to marketing planning and the marketing budget same as the other media. It is not simply a medium among many, but one of the most effective. The carton not only presents one of it´s best sides here, it is also the most sustainable form of packaging."

A printed 16-page summary of this study – in German or English – is available free of charge from mcewen@procarton.com. It can also be downloaded as a PDF from the website: Download PDF (in German, English coming soon).