Marketing to the senses: Opportunities in multisensory marketing

This article explores multisensory marketing, which can improve memory encoding and trigger desirable brand associations by appealing to different senses.

Marketing to the senses: Opportunities in multisensory marketing

Gemma Calvert and Dr Abhishek PathakInstitute on Asian Consumer Insight

Understanding the science behind how the senses interact with one another enables marketers to effect positive sensory fusions that improve brand attention and attraction to consumers.

Marketing to the senses

This article is part of a collection of articles on multisensory marketing. Read more.

Ask consumers to define 'what is advertising' and you will inevitably be bombarded with a series of synonyms related to vision: 'what I see', 'TV commercials', 'pictures and stories I read on the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands