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The package is the last message

Date of publication: September 1, 1974

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Daniel W. Drummond

Abstract:

The package is the last message transmitted to the consumer before he makes his decision to buy or not to buy. But is the message always understood? Many things have changed in the last few years. Products, packaging techniques, the environment of the package. The consumer. Has the message-package followed? This is not certain. And how should packaging develop to keep up with the new changes which can already be foreseen?

Daniel W. Drummond

Author

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Research Papers

The message is (or may be) the medium... But is certainly not the message! (French)

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

 

June 15, 1991

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Citation

Laurent, F. (1991a, June 15). The message is (or may be) the medium... But is certainly not the message! (French). ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-message-is-or-may-be-the-medium-but-is-certainly-not-the-message-french-


Research Papers

The message is (or may be) the medium... But is certainly not the message!

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

 

June 15, 1991

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Citation

Laurent, F. (1991a, June 15). The message is (or may be) the medium... But is certainly not the message!. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-message-is-or-may-be-the-medium-but-is-certainly-not-the-message-


Research Papers

The medium is part of the message

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Alan Branthwaite, Karin Wood, Maria Christina Moya Schilling

Company: KANTAR TNS Malaysia

October 15, 2000

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Citation

Branthwaite, Wood and Schilling (2000a, October 15). The medium is part of the message. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-medium-is-part-of-the-message-


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Citation

Drummond, D. W. (1974a, September 01). The package is the last message. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-medium-is-part-of-the-message-