How
The Media Influences the Fragrance Market
- by KissMeGoodnight.com
How
did you acquire your current fragrance? Did you just happen to wander around the fragrance counter
of a department store or did you receive some perfume as a
gift? Chances are good that you probably saw an ad somewhere
for your fragrance. And there is also a good probability that
because of that ad you saw, you remembered it enough to check
it out the next time you were at the mall. See how the media
works? Thanks to some advertising via various forms of media,
you remembered the perfume, checked it out, and purchased it.
Sure, you might have stumbled onto it on your own or someone
could have recommended it by word of mouth. It was the ad,
however, that reeled you in.
We
are bombarded by advertisements through various forms of
media every day. From large layouts in magazines or newspapers
to thirty second spots on television to sexy sounding commercials
on the radio to billboards up and down the highways, we cannot
help but see these marketing ads and assimilate it into our
brains. How much do these advertisements play a part in shaping
our likes and dislikes? Even if we have not tried a product,
many of us will form an opinion, usually based on word of mouth
from another person or from the advertisements we see every
day.
Think
about your current fragrance. You obviously bought it
because you liked the smell, but how did you come to discover
it in the first place? The answer is in the advertisements.
The media, in all forms, guide unsuspecting consumers through
mazes of information and expectations. The media controls what
we see, how we see it and when we see it. Retailers spend big
bucks on market research and knowing who to target with certain
advertisements. They also use demographics to determine when
their target audience is most likely watching television as
well as the particular shows.
Celebrity
spokespeople are also big draws when it comes to
advertising, especially in the fragrance market. Sometimes,
the personality or public image of a celebrity embodies what
the perfume manufacturers want to portray to the public. So
if a perfume is created with teenagers in mind and the scent
is a light floral, the celebrity spokesperson is likely to
be someone that the teenage demographic will relate to. They
could be a popular actress in teen movies, a singer or even
a teenage athlete that many people look up to or identify with.
Whether someone likes a fragrance or not depends heavily on
the olfactory senses obviously. However, the scents also depend
greatly on memory. Maybe the hint of roses brings back a happy
day playing in grandma’s garden or a clean linen scent reminds
you of a peaceful time in a country cottage. Our memories play
a powerful part in choosing a new fragrance. And if advertisements
in the television or print mediums can invoke those same memories
without smelling the fragrance first, the media will have done
its job.
Think
about a time when you were watching television or reading
a magazine. At some point in time, there was probably an instance
where you wished you could transport yourself to a particular
scene. You could have seen a picture of a white sandy beach
with crystal blue waters lapping at the shore with a balmy
ocean breeze gently blowing the palm trees. Or it could have
been a green, open meadow with bursts of color from the abundance
of wildflowers blooming. For many people, viewing the ocean
scene invokes the memories of salty air and tropical, laid
back days. The meadow, on the other hand, invokes an energetic,
vibrant beauty. By just portraying these scenes in fragrance
advertisements, the media is, in essence, translating what
the particular scents will be once you try them in the stores.
The power of advertising is staggering and the media plays
a huge part in our perceptions of world events and products
on the market. When the media plays in the fragrance market,
they can only do so much to influence people’s perceptions
of a particular product. They will have done their job if their
advertisements got you as far as the department stores or wherever
their fragrances are sold. Once you walk in those store doors
however, the power is all yours.
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KissMeGoodnight.com
: 2006
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