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Getting Physical

An ad inviting prospects to interact with the publication in which it appears can really grab attention.

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This story appears in the February 2004 issue of Entrepreneur. Subscribe »

HTML, Flash animation and other eye candy are great attention-getters for online ads, but there are still some awesome sensory tricks their inanimate, plain-paper counterparts can use to get readers involved.

Who can forget scratch 'n' sniff ads? Or their long-running first cousins, the perfume-strip ads? How about the ads that have Post-its stuck on them? Or the ads in which the headline is typed backward so that you have to hold it in front of a mirror to read it? Old school? Uncool? Perhaps. But on the other hand, I regularly run into double-page ads produced for ultra-cool companies that read with about as much connection and involvement as an annual report.

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