The media is the message

20 January 2011



As the world enters a new decade it is timely to look at the development of communication methods and how their evolution affects the way products are packaged and consumed.


P roCarton, the Association of European Cartonboard and Carton Manufacturers, was at an Efficient Consumer Response ECR event in Austria in November 2010, and learned that cartonboard can compete strongly in retail environments full of multi media messages.

Changes in media use can alter perceptions of the world; changes in communication style can lead to different consumption habits; and changes in consumer behaviour demand a reappraisal of marketing methods. With visual impact and readability being materially important to successful selling in fast moving consumer goods, cartonboard stands out, and is standing the test of time.

Matthias Karmasin, a professor of economics at Alpen Adria University, Klagenfurt, Austria, and a communications specialist, speaking at ECR’s information day, observed that packaging is being asked to perform new tasks and, in his view, among the packaging materials on offer, cartonboard can be depended on to match a marketer’s expectations. It carries ‘authenticity’ due to its natural origins and can carry through a continuous message from primary pack to shelf edge labelling to store signage, thanks to its printing properties.

The overall level of consumer reach between daily newspapers, television, radio and internet has shown no radical change between 1998 and 2009, other than that TV has lost considerable ground versus the internet, notes Prof Karmasin. But focusing on 14 to 19-year-olds reveals that all types of media showed major losses in reach: 8% for daily newspapers, 11% for radio, TV is the biggest loser at 28%, and the internet has overtaken all other media at 76%.

According to Prof Karmasin, the media influence is strengthening, especially the internet. This has five major consequences:

¦ Production, allocation and consumption of goods and services will change;

¦ Space and time, history and identity are redefined;

¦ Tools for communication are changing; and

¦ Our daily environment and media use can affect behaviour.

Consumption patterns are vulnerable to change. The presence of media messages is ubiquitous. The media bombard individuals with information and deal offers that can alter shopping decisions. Interactive marketing formats can be more effective than the passive assimilation of advertising.

Prof Karmasin describes the current development as a transition from ‘mass communication’ to ‘media communication’. Mass communication acts on the principle of brands and the existence of loyal homogeneous target groups, whereas the role of advertising is that of trying to convince. In contrast, media communication is a mix of marketing, advertising and public relations surrounding the product. Successful market players will be those able to get a persuasive message through to mobile stakeholders and appeal to their highly differentiated lifestyles.

The increasing influence of media on consumption will force marketing and retailing to adapt. The transparency and complexity of offers will increase for consumers. Gaining trust will grow in importance. Brands and products will be superseded by relationships, co-operation and dialogue. Integrity, or credibility which justifies trust, cannot be simulated, and this has consequences for packaging.

As Prof Karmasin explains: “On the one hand, packaging will become an interface with other media; on the other, it will become a medium in its own right. The significance of packaging will also increase with growing internet trading. Competition at the point of sale will increase via so-called in-store media. This will result in a continuous design challenge, especially with regard to information design.”

The significance of cartonboard will increase in this new marketing mix, not only as a carrier of messages, but also as part of the marketing network. Why? Because cartonboard is easy to print with codes which can be read with mobile phones, and its design can be linked with visual cues of other communication channels used in store.

Cartonboard made from renewable resources also has an advantage in terms of credibility, concludes Prof Karmasin: “In future, packaging will depend on integrity – the combination of ecology and presentation – as well as responsibility and awareness.”


Prof Matthias Karmasin. Prof Matthias Karmasin. The iPhone pack sends out a loud marketing message. IPhone

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ProCarton

Prof Matthias Karmasin. Prof Matthias Karmasin.
IPhone IPhone


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