Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 9

Explain each of the following related concepts: perceptual encoding, feature analysis, and active synthesis. Using a packaged good of your choice (i.e., a product found in a supermarket, drug store, or mass-merchandise outlet), explain how package designers for your brand have used concepts of feature analysis in designing the package.