Smoke, Mirrors and Advertising

Pharmaceutical companies spend huge amounts of money on advertising. "Scent" is the latest sense it looks like they'll use--KFC is already pumping That Chicken Smell into workplaces and seeing the lines at the counter increase around lunchtime.

The Pharmaceutical executives won't be far behind. They have this advertising thing figured out. According to the journal Pharmaceutical Executive, one of their favorite techniques is to go 3D.

"Interaction is the next step. Once the door has been kicked open and you have a target's attention, you must generate interaction ("Who is it from?" "How does it work?" "I get a free...what?"). If interaction is achieved, then a connection is born. Dimensional pieces invite interaction through unfolding, touching, investigating, inviting a response to key messaging, and prompting the recipient to wonder, "How did they do that?" Lights, sound, puzzles, games, and clever charts that lead the recipient through complex information in a fun and interesting way also achieve interaction—but it can't stop here."

Before you touch that nifty ad gimmick, read the rest of "From 3-D to Pop-ups: Go Dimensional".

Read the rest here.