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...