Plus ...<\/a><\/p>","protected":false},"excerpt":{"rendered":"Exigences l\u00e9gales, mondialisation, strat\u00e9gie de marque, surcharge d'informations : dans leur dernier livre \"Packaging Marketing\", Christina Vaih-Baur et Sonja Kastner d\u00e9montrent clairement que le r\u00f4le de l'emballage gagne en importance pour la communication de la marque. Pour de nombreux fabricants, le cinqui\u00e8me \"P\", qui \u00e9quivaut \u00e0 l'emballage, rev\u00eat la m\u00eame importance que les quatre \"P\" classiques : Produit, Promotion, Prix et Place. Les avantages du carton : il est agr\u00e9able au toucher et authentique.<\/p>\n
Plus ...<\/a><\/p>","protected":false},"author":1,"featured_media":241807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[42],"tags":[45],"class_list":["post-241806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-awards","tag-experts-it"],"yoast_head":"\nPackaging as a marketing instrument - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/fr\/packaging-as-a-marketing-instrument\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Packaging as a marketing instrument - Pro Carton\" \/>\n<meta property=\"og:description\" content=\"Legal requirements, globalisation, branding, information overload: in their latest book \u201cPackaging Marketing\u201c Christina Vaih-Baur and Sonja Kastner clearly demonstrate that the role of packaging is increasing in importance for brand communication. For many manufacturers the fifth \u201cP\u201c , equals packaging, is of the same significance as the four classic \u201dP\u2019s\u201c : Product, Promotion, Price and Place. The advantages of cartonboard: feels good and is authentic.More ...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.procarton.com\/fr\/packaging-as-a-marketing-instrument\/\" \/>\n<meta property=\"og:site_name\" content=\"Pro Carton\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/procartondesignaward\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-06-28T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-11-07T16:14:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/mi_m1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"200\" \/>\n\t<meta property=\"og:image:height\" content=\"200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"esterling@admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@pro_carton\" \/>\n<meta name=\"twitter:site\" content=\"@pro_carton\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"esterling@admin\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/\"},\"author\":{\"name\":\"esterling@admin\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#\\\/schema\\\/person\\\/872a075145d2c38578ff4eed7d481251\"},\"headline\":\"Packaging as a marketing instrument\",\"datePublished\":\"2011-06-28T23:00:00+00:00\",\"dateModified\":\"2021-11-07T16:14:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/\"},\"wordCount\":70,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.procarton.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/mi_m1.jpg\",\"keywords\":[\"Experts\"],\"articleSection\":[\"Awards\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/\",\"url\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/\",\"name\":\"Packaging as a marketing instrument - Pro Carton\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.procarton.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/mi_m1.jpg\",\"datePublished\":\"2011-06-28T23:00:00+00:00\",\"dateModified\":\"2021-11-07T16:14:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.procarton.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/mi_m1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.procarton.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/mi_m1.jpg\",\"width\":200,\"height\":200},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/packaging-as-a-marketing-instrument\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.procarton.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Packaging as a marketing instrument\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#website\",\"url\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/\",\"name\":\"Pro Carton\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#organization\",\"name\":\"ProCarton\",\"url\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.procarton.com\\\/wp-content\\\/uploads\\\/2022\\\/06\\\/logo-mit-slogan.jpg\",\"contentUrl\":\"https:\\\/\\\/www.procarton.com\\\/wp-content\\\/uploads\\\/2022\\\/06\\\/logo-mit-slogan.jpg\",\"width\":422,\"height\":519,\"caption\":\"ProCarton\"},\"image\":{\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/procartondesignaward\\\/\",\"https:\\\/\\\/x.com\\\/pro_carton\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.procarton.com\\\/es\\\/#\\\/schema\\\/person\\\/872a075145d2c38578ff4eed7d481251\",\"name\":\"esterling@admin\",\"sameAs\":[\"https:\\\/\\\/www.procarton.com\"],\"url\":\"https:\\\/\\\/www.procarton.com\\\/fr\\\/author\\\/esterlingadmin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"L'emballage comme instrument de marketing - Pro Carton","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.procarton.com\/fr\/packaging-as-a-marketing-instrument\/","og_locale":"fr_FR","og_type":"article","og_title":"Packaging as a marketing instrument - Pro Carton","og_description":"Legal requirements, globalisation, branding, information overload: in their latest book \u201cPackaging Marketing\u201c Christina Vaih-Baur and Sonja Kastner clearly demonstrate that the role of packaging is increasing in importance for brand communication. For many manufacturers the fifth \u201cP\u201c , equals packaging, is of the same significance as the four classic \u201dP\u2019s\u201c : Product, Promotion, Price and Place. The advantages of cartonboard: feels good and is authentic.More ...","og_url":"https:\/\/www.procarton.com\/fr\/packaging-as-a-marketing-instrument\/","og_site_name":"Pro Carton","article_publisher":"https:\/\/www.facebook.com\/procartondesignaward\/","article_published_time":"2011-06-28T23:00:00+00:00","article_modified_time":"2021-11-07T16:14:00+00:00","og_image":[{"width":200,"height":200,"url":"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/mi_m1.jpg","type":"image\/jpeg"}],"author":"esterling@admin","twitter_card":"summary_large_image","twitter_creator":"@pro_carton","twitter_site":"@pro_carton","twitter_misc":{"\u00c9crit par":"esterling@admin"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#article","isPartOf":{"@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/"},"author":{"name":"esterling@admin","@id":"https:\/\/www.procarton.com\/es\/#\/schema\/person\/872a075145d2c38578ff4eed7d481251"},"headline":"Packaging as a marketing instrument","datePublished":"2011-06-28T23:00:00+00:00","dateModified":"2021-11-07T16:14:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/"},"wordCount":70,"commentCount":0,"publisher":{"@id":"https:\/\/www.procarton.com\/es\/#organization"},"image":{"@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#primaryimage"},"thumbnailUrl":"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/mi_m1.jpg","keywords":["Experts"],"articleSection":["Awards"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/","url":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/","name":"L'emballage comme instrument de marketing - Pro Carton","isPartOf":{"@id":"https:\/\/www.procarton.com\/es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#primaryimage"},"image":{"@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#primaryimage"},"thumbnailUrl":"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/mi_m1.jpg","datePublished":"2011-06-28T23:00:00+00:00","dateModified":"2021-11-07T16:14:00+00:00","breadcrumb":{"@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#primaryimage","url":"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/mi_m1.jpg","contentUrl":"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/mi_m1.jpg","width":200,"height":200},{"@type":"BreadcrumbList","@id":"https:\/\/www.procarton.com\/es\/packaging-as-a-marketing-instrument\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.procarton.com\/"},{"@type":"ListItem","position":2,"name":"Packaging as a marketing instrument"}]},{"@type":"WebSite","@id":"https:\/\/www.procarton.com\/es\/#website","url":"https:\/\/www.procarton.com\/es\/","name":"Pro Carton","description":"","publisher":{"@id":"https:\/\/www.procarton.com\/es\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.procarton.com\/es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/www.procarton.com\/es\/#organization","name":"ProCarton","url":"https:\/\/www.procarton.com\/es\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.procarton.com\/es\/#\/schema\/logo\/image\/","url":"https:\/\/www.procarton.com\/wp-content\/uploads\/2022\/06\/logo-mit-slogan.jpg","contentUrl":"https:\/\/www.procarton.com\/wp-content\/uploads\/2022\/06\/logo-mit-slogan.jpg","width":422,"height":519,"caption":"ProCarton"},"image":{"@id":"https:\/\/www.procarton.com\/es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/procartondesignaward\/","https:\/\/x.com\/pro_carton"]},{"@type":"Person","@id":"https:\/\/www.procarton.com\/es\/#\/schema\/person\/872a075145d2c38578ff4eed7d481251","name":"esterling@admin","sameAs":["https:\/\/www.procarton.com"],"url":"https:\/\/www.procarton.com\/fr\/author\/esterlingadmin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/posts\/241806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/comments?post=241806"}],"version-history":[{"count":1,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/posts\/241806\/revisions"}],"predecessor-version":[{"id":266251,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/posts\/241806\/revisions\/266251"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/media\/241807"}],"wp:attachment":[{"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/media?parent=241806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/categories?post=241806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.procarton.com\/fr\/wp-json\/wp\/v2\/tags?post=241806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}