This
paper explains that packaging plays two important functions: To be attractive to the
consumer and communicate the right brand messages to be
functional. The author presents a consumer
cost-per-ounce argument and concludes that the 10 oz.
aerosol can is the best consumer value. The paper stresses that the cost of producing aerosol cans is lower than that for tubes. Table of Contents Economics of Three Options Incremental Contribution Test Marketing