Some products are inherently more difficult to sell. "Selling smell" in print or other broadcast media is not easy as it is almost impossible to describe a fragrance exactly by words and visuals. If you have the money as the perfume people do, you can sell image, lifestyle or attitude on TV using pretty models, powerful music and fancy scenes. But what do you do if you are to sell a more down-to-earth air-freshener that costs only HK$20 ? In this ad, rainbow is taken to associate with the nice smell. It's not creative but let's not be too critical for a change. It's not easy. But come to think of it, should we do print ad in the first place ? Maybe a good sampling program or setting up product demonstrations at retail outlets will be more effective with a limited budget.
Some products are inherently more difficult to sell. "Selling smell" in print or other broadcast media is not easy as it is almost impossible to describe a fragrance exactly by words and visuals. If you have the money as the perfume people do, you can sell image, lifestyle or attitude on TV using pretty models, powerful music and fancy scenes. But what do you do if you are to sell a more down-to-earth air-freshener that costs only HK$20 ? In this ad, rainbow is taken to associate with the nice smell. It's not creative but let's not be too critical for a change. It's not easy. But come to think of it, should we do print ad in the first place ? Maybe a good sampling program or setting up product demonstrations at retail outlets will be more effective with a limited budget.
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