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Scent Strategies: Unleashing Implied Explosion in Perfume Ads
Manage episode 424595786 series 3530127
Kandungan disediakan oleh Journal of Advertising Research. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Journal of Advertising Research atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
New JAR Podcast with Junwei (Jerry) Yu
We are excited to share that our latest podcast episode features Junwei (Jerry) Yu, co-author of the research article "The Effectiveness of Implied Explosion in Perfume Ads” that appears in the June 2024 issue of JAR. The article is co-authored with Olivier Droulers and Sophie Lacoste-Badie
Key Insights from the Article:
🔹 Implied Explosion Technique: The study explores how implied explosion in advertisements can convey scent intensity and persistence, enhancing consumer perception and purchase intention.
🔹 Global Applicability: Tested with participants from the USA, France, China, and the UK, the findings suggest that this technique is effective across different cultures.
🔹 Managerial Implications: Advertisers are encouraged to use implied explosion in simpler advertisement formats, integrating it through semantic cues like slogans and visual elements.
Read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/154
#Marketing #Advertising #Podcast #PerfumeAds #ConsumerBehavior #SensoryMarketing #Research
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