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prindhorn 13-11-2012
prindhorn - Massachusetts Institute of Technology (MIT) (MA)
"The implication that a marketer needs to draw from the principle is that: - While placing their brands in a store, the packaging should be such that the brand stands out against the many others which should recede to the background. Thus, the packaging design should be chosen very carefully. - While designing advertisements, it is essential that footage is given to the product and or brand rather than the spokesperson (model, celebrity, expert etc.). The marketing stimulus (for example, the product and its image as well as the message), must be seen as the figure and not the ground. The advertisements should not be so entertaining visually or emotionally that such elements become the figure and the product recedes to the background. The target audience should be able to differentiate the product image and the message as the figure, clearly distinct from the scenery or the model, which will be the ground. The product should stand out as the figure and the spokesperson should recede into the ground. Source:"

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