SAFETY

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Manufacturing Technology
Logo, Packaging, And Production Its all
about Manufacturing!
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Trademark
The Creation of the Logo
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What is a Trade Name?

• A trade name is the legal name of a company that
  identifies it to customers.

General Motors Corporation
Roebuck and Co.
Sears
Black and Decker
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What is a Trademark?

• A Trademark is a name of graphic symbol of the
  combination of both used to identify a product.

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Qualities of a Good Trademark

• Easy to see and recognize
• Adaptive for advertising and packaging
• Timely and in good taste

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What is a Brand Name?

• A brand name is used to identify and
  differentiate a product from it competitions.

Planters-peanuts
Buick-automobiles
DieHard-batteries
Bayer-aspirin
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12 Simple Rules for a Brand Name

• Simple
• Short
• Easy to spell
• Easy to read
• Easy to recognize
• Easy to pronounce
• Timely (keeping with the time)

• Adaptive for advertising
• Adaptive for packaging
• In good taste (not offensive)
• Pleasing to hear
• Suggestive of the product

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1. What is a Trade Name?

• A slogan used to identify a product
• A tag line
• The legal name of a company that identifies it to
  customers
• A name given to a product while it is in the
  design stage

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2. Which of the following is a quality of a good
trademark?

• Easy to recognize
• Adaptive for advertising and packaging
• Timely and in good taste
• All of the above

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3. What company does the trademark below belong
to?

• McDonalds
• Nike
• Converse
• Target

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4. What is a brand name?

• It identifies and differentiates a product from
  its competition
• It is the logo a company uses to identify itself
• It is a tag line given to a product
• None of the above

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5. Which of the following is not one of the
simple rules for a brand name ?

• Keep it short
• Keep it simple
• Keep it complicated to help people remember
• Keep it timely (keeping with the current time and
  trends)

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Advertising
Promoting Your Product
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The Two Types of Advertising

• Product Advertising promotes a specific product

• Tag Line promotes a company in general or a
  specific idea

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4 Basic Ingredients of a Good Advertisement

• Attract the attention of customers through
  physical means
• Size of the print advertisement or the length of
  the radio or television commercial
• Big, bold headlines or dramatic voices
• Effective use of color
• Startling or interesting pictures and graphics

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4 Basic Ingredients of a Good Advertisement

• Inform and build interest in the product
• Convert attention to interest
• Inform through copy or audio
• What is available?
• What are the properties of the product?
• Where can the product be purchased?
• What price advantages does the product have?

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4 Basic Ingredients of a Good Advertisement

• Persuade or create a desire to own the product
• Create a brand or product acceptance
• Reinforce previous purchases of the product
• Establish a trademark or brand name

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4 Basic Ingredients of a Good Advertisement

• Produce Action
• Cause people to buy a product
• This includes common marketing tools such as
  coupons, manufacturers rebates, free gifts, and
  recipes on the package

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6. What are the two different types of
advertising?

• Tag line and brand name
• Paper and billboards
• Product advertising and legal advertising
• Product advertising and tag line

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7. Which of the following is not one of the 4
basic ingredients to advertising?

• Attract
• Inform
• Persuade
• Product an action
• All of the above

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Developing an Advertisement

• When developing an advertisement you would use a
  copy platform
• Copy Platform lists the main objectives of the
  advertising campaign and the strategies to meet
  the goals

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Steps to Developing an Advertisement

• Copy - Determines what will be said to the
  customer
• Approaches to Copy
• Logical appeal stress low price, life of the
  product, dependability, ease of use, efficiency
• Emotional appeal stress is on peoples desires -
  attractive, popular, successful, or intelligent

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Steps to Developing an Advertisement

• Layout arranges elements into a pleasing format
  including
• Headlines and captions
• Pictures and/or art
• Company trademark, product brand name, and
  slogans
• Copy (the printed message)

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Steps to Developing an Advertisement

• Production - Comprehensives are made and sent to
  the publication or printer
• Comprehensives are exact copies of the
  advertisements as it is to appear on the
  publication

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8. What are the steps to developing an
advertisement?

• Attract, inform, and persuade the customer
• Create a copy platform, produce a layout, send to
  production
• Create a layout, create the copy, and send to
  production
• None of the above

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Packaging
The Product's Container
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What is Packaging?

• Packaging is the way in which a product is
  presented to a customer.
• A good package attracts attention, informs, and
  persuades customers.

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Packages Should Meet 3 Major Criteria

• It must contain and protect the product during
  shipment and display in stores.
• A good package attracts attention, informs, and
  persuades customers.
• It must provide product use directions and
  related information.

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Steps to Designing a Package

• Analyzing the packaging needs
• Selecting a proper container
• Preparing graphics for the package

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Analyzing the Packaging Needs

• Factors to be considered
• Type of Product
• Need for protecting and transporting
• Customer desires and attitudes
• A written description is
• used to determine
• the needs.

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Analyzing the Packaging Needs

• The written description when analyzing the
  packaging needs includes
• Product Description
• Product Name
• Physical Form solid, liquid, paste, gel, etc.
• Product Characteristics fragile, corrosive,
  abrasive, etc.
• Typical Quantity sold each, pair, dozen, etc.

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Analyzing the Packaging Needs

• Protection Requirements
• Moisture
• Breakage
• Theft
• Dirt, grease,
• other outside elements
• Evaporation
• Bright light

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Analyzing the Packaging Needs

• Informational Requirements
• Information required by law
• Safety considerations
• Care and use
• Manufacturers name and address

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Analyzing the Packaging Needs

• Market Considerations
• Size and shape preferred by the customers and
  retailers
• Quantity of products bought at one time by the
  retailer and the customer
• Ease in handling, opening, and resealing
• Type of display (shelf, rack, etc.) used to hold
  the product in the store

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Choosing the Container

• The material and container shape should be chosen
  to address
• Cost
• Availability
• Ability to meet the package requirement
• Ease of manufacture
• Ease of placing the product into the package
• Environmentally friendly - biodegradable or
  recyclable

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Biodegradable Designs

• Biodegradable products have the ability to break
  down, safely and relatively quickly into raw
  materials of nature and disappear into the
  environment.
• A biodegradable product is any material that come
  from nature plant-based, animal-based, or
  natural mineral-based

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Choosing the Container

• Types of packages include
• Plastic
• Glass
• Metal bottles
• Jars
• Cans
• paperboard

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Biodegradable Designs

• Common products that biodegrade
• Cotton (1-5 months)
• Paper (2-5 months)
• Rope (3-14 months)
• Plastic coated milk cartons (5 years)
• Plastic bags (10-20 years)
• Tin cans (50-100 years)
• Aluminum cans (80-100 years
• Glass bottles (1 million years)
• Plastic bottles (forever)

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Recyclable Designs

• Recyclable materials can be collected,
  re-processed and resold as a product
• Examples of recyclable materials
• Glass
• Aluminum cans
• Magazines and paper
• Materials made of uncoated paper
• Plastic bags

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9. Which of the following is the definition of
biodegradable?

• Products that can be used again in the
  manufacture of another product
• Products that have the ability to break down,
  safely and relatively quickly into raw materials
  of nature and disappear into the environment.
• Products that can me rinsed out an reused
• None of the above

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10. Which of the following is the definition of
recyclable?

• Products that collected, reprocessed, and resold
  as a product
• Products that have the ability to break down,
  safely and relatively quickly into raw materials
  of nature and disappear into the environment.
• Products that can me rinsed out an reused
• None of the above

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11. Which of the following is not one of the
main elements of package design?

• Protection of the product in shipping and display
  
• Attract, inform and persuade the customer
• Provide product use and instructions
• be plain to help keep cost low

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12. Which of the following is not a step to
designing the packaging?

• Produce the product
• Analyze the package needs
• Select a packaging container
• Prepare the graphics and design

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13. What information is required to be on a
package design?

• Safety considerations
• Directions for use
• Company name and address
• The steps of production

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Preparing Package Graphics

• A package should be well designed and keep the
  attention of the customers.

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Considerations in Package Design

• Product Identity
• Trademark and brand names are clearly visible
• Package shape will help display and sell the
  product
• Description of product is clearly presented

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Considerations in Package Design

• Package decoration
• Are colors pleasing?
• Do the colors go with the product?
• Is the layout uncluttered and attractive?
• Us the printing clear and legible?

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Considerations in Package Design

• Customer acceptance
• Is the package pleasing to the eye?
• Does the package meet the expectations of the
  customer?

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Information the Package Should Contain

• Product name
• Legible
• Gives accurate description of product
• Coined names accurately describe the product
  (made up words)

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Information the Package Should Contain

• Descriptive information
• Gives the name and address of the manufacture
• provides adequate directions for use
• Lists necessary safety warnings

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Information the Package Should Contain

• Listing the quantity of product in the package
• Appears in a clearly visible location
• Conforms to standard industry practice
• Gives accurate volume or weight measures when
  appropriate for the product

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14. Identify the product name on the package
below.
A
B
C
D
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15. Identify the descriptive information on the
package below.
A
B
C
D