Scented Ads Move Beyond Perfume, Still a Tough Smell

Study tallies non-fragrance executions

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Forbes just dropped a new article about the effectiveness of scented ads that boldly hypothesizes that scented ads are useful for products that smell good. The story focuses on non-perfume magazine ads. Its findings draw on new research from GfK MRI, which did a study of over 6,000 such ads and found that the few brands that used scented paper (in just 49 ads out of that 6,000) were better at getting people, especially women, to stop and read the ads instead of skimming by them.



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