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Getting Physical

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

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

HTML, Flash animation and other eye candy are greatattention-getters for online ads, but there are still some awesomesensory tricks their inanimate, plain-paper counterparts can use toget readers involved.

Who can forget scratch 'n' sniff ads? Or theirlong-running first cousins, the perfume-strip ads? How about theads that have Post-its stuck on them? Or the ads in which theheadline is typed backward so that you have to hold it in front ofa mirror to read it? Old school? Uncool? Perhaps. But on the otherhand, I regularly run into double-page ads produced for ultra-coolcompanies that read with about as much connection and involvementas an annual report.

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