Every day, Americans are bombarded with tons of advertisements coming out of their TVs, radios, and all sorts of other sources. While companies design many of these spots to be easily noticed by consumers, this video takes a look at one type of marketing that deliberately remains in the background. Known as “scent marketing,” companies use it to target the attention of a consumer’s nose rather than their eyes and ears.
Questions:
- How does scent marketing differ from other forms of marketing? What are its advantages and disadvantages?
- What role does scent marketing play at company like Abercrombie & Fitch?