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Why would a company try to sell perfume via a TV ad, seeing that the product's only attribute is scent? Because there's more to a scent than scent. There's the celebrity affiliation part ("I smell just like JayLo!") or the potential for being "involved" with a perfume that's simply iconic (e.g., Marilyn Monroe and Chanel No. 5). The goal in all of this? To get someone to try the product once, for tangential reasons far less important than the one key reason that, it just so happens, the medium is incapable of portraying. If they like the product for its true raison d'etre, they'll buy it again. And if they don't like it…well, you tried. more

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