The sweet smell of successful advertising

Why are perfume adverts so strange? Because they are selling a smell a screen cannot transmit, so they sell a feeling instead. Taylor uses a 'multi-sensory' Magnum billboard at King's Cross (pumping out chocolate scent and biting sounds, to mixed reviews and complaints about competing tunnel smells) to make a point about advertising: even a half-mocked campaign succeeds if it gets thousands of people thinking about the brand. Good for advertising as non-price competition, brand awareness and the aim of shifting demand. It is a lighter, business-focused piece rather than heavy theory, so it fits monopolistic competition and marketing rather than a specific model. Accessible to all students and an enjoyable starter on why firms advertise the way they do.  Read here