Cake Scented Newspaper
References: dailyrecord
On Sunday, the Los Angeles Times will be distributing the world's yummiest smelling newspaper. In an effort to pick up the recent advertising slump in print media, the Times will be printing a full-page scratch'n'sniff ad fur Dustin Hoffman and Natalie Portman's new flick, Mr. Magorium's Wonder Emporium. The image will be of a frosted cake, that when scratched, releases delicious wafts of sweet cake. "The aroma is supposed to remind readers 'to be young have fun,'" the Vancouver Sun said.
The $110,000 US ad is an approach the Times hopes will pay off. "Scent has the longest memory and is the most powerful emotional motivator," the Times quoted a scent marketer from ScentAndrea in Santa Barbara.
The Vancouver Sun mentioned that scratch'n'sniff marketing is unique to print media and an attribute print media hasn't been able to use. Apparently, they didn't read about the scratch and sniff e-books!
The $110,000 US ad is an approach the Times hopes will pay off. "Scent has the longest memory and is the most powerful emotional motivator," the Times quoted a scent marketer from ScentAndrea in Santa Barbara.
The Vancouver Sun mentioned that scratch'n'sniff marketing is unique to print media and an attribute print media hasn't been able to use. Apparently, they didn't read about the scratch and sniff e-books!
Trend Themes
1. Scented Advertising - Innovative scent marketing in advertising products or services can be proven to be effective in catching the consumers' attention and may improve the engagement with the audience.
2. Scented Publications - Print media can adopt scent marketing, making it more interactive, engaging, and more alluring by incorporating scents in magazines, newspapers, and books, thus attracting readers who appreciate sensory experiences.
3. Scratch and Sniff Technology - Scratch and sniff technology is an innovation opportunity that enables the printing of fresh odor or scents on marketing materials including outdoors and billboards using interactive technology.
Industry Implications
1. Marketing and Advertising - The marketing and advertising industry can incorporate try incorporating scent marketing in their campaigns to maximize captive attention and stimulate customers' engagement for maximum revenue generation.
2. Publishing - Scent marketing can be a unique approach for the publishing industry in engaging readers with a sense of smell, making their reading experience more sensory, memorable, and innovative.
3. Printing - The printing industry has the opportunity to integrate scratch and sniff technology as an interactive and innovative way to attract new customers, increase print revenue, and improve customer satisfaction by kindling their senses.
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