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When Advertising, Appeal to Senses

Posted by: Rod Kurtz on July 7, 2008

You don’t need to be a big company to make a big impact in advertising. But you do need to be smart about how to catch people’s attention—and that means taking advantage of what matters most to people: their five senses. Studies show that when a consumer recalls more than one sensory impression that a product or brand has conveyed, brand loyalty hovers around 60%. Look for opportunities to think outside the box for initiatives that incorporate some creativity. Having spent 30 years in all things pop-up, slide-in, scratch-and-sniff, and taste-test, I know firsthand how big a difference a little creativity can make.

Mike Maguire
Structural Graphics
Essex, Conn.

Reader Comments

Niles Fuller

August 11, 2008 3:22 PM

Hi. I've been a professional photographer since 1979. 100% of my work has been scripted, planned out by art directors. Recently I took some photos of my dog out in a field and I came up with one shot that screams to be on a can of dog food. My clients have not been dog food oriented so I need to find an agency who is looking for a "new look". POP is written all over this photo. It will outsell the competitors regardless of the ingredients of the dog food. The impulsive shopper will buy via this photo alone. It screams "buy me". Any help?

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