ABSTRACT
In their efforts to capitalize on scent marketing and in the absence of industry-specific guidelines or regulations governing its use, practitioners within the outdoor advertising industry do not always consider the potential impact on consumers of the use of scent in advertising. This chapter outlines the most common mistakes made in using scent in this context, before exploring lessons learned and best practice drawn from related fields, offering arguments as to why scenting that is sympathetic to the public and environs is likely to be most efficacious in the long term. Conclusions identify a positive future for scented outdoor advertising as it becomes a more regularly used and better understood medium.
