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!
Stats for Scent Marketing
Trending: Older & Mild
Research: 4,878 clicks in 451 w
Interest: 4 minutes
Concept: Scent Marketing
Related: 43 examples / 33 photos
Segment: Neutral, 18-35
Comparison Set: 16 similar articles, including: responsive digital wall clocks, flexible e-paper displays, and kombucha-based textiles.
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