FYI: Beware! The last uncluttered marketing "channel" is about to be assaulted.

Given the competitive nature of business, most people are bombarded at every turn with commercial messages of one sort or another...billboards, radio commercials, spam, telemarketing, logos on pro golfers apparel, logos on t-shirts worn by others--the list could go on and on and on! From the individual's point of view, all this "communication" [better stated, an attempt at communication] clutters his or her world with the some useful information as well as a lot of not-so-useful information--but generally creating a messy environment in which to live, work, and take-in entertainment.

From the the perspective of the purveyor, the problem is different; the issue is one where all the channels of communication seems to be so jammed up, so filled with commercial messages competing for the prospective consumer's attention that nothing seems to "communicate" any more. Well, relief is reported to be on the way--if you happen to sell a product that is ammenable to olfactory appeals!

Yes, marketing is about to make competitive in-roads on your nose that some say promises to do two very positive things: First, to get your attention and, second, to get you to buy what might be argued is a superior product. It has been known for a long time that aromas have very powerful properties to evoke very familliar, welcome, and positive memories--and, thus, very powerful inclinations to buy--that is, for products for which it is possible to associate a particular smell. Well, that science and art are just about to get a new push. You can read about it in Jessi Hempel's article "The Smell Test," in June 8 issues of FORTUNE.

Where will the next marketing frontier be, when our eyes, ears, and now noses are completely filled with all kinds of useful and not-so-useful commercial communications? It's hard to say--because what sensory organ will be left to storm? But for now, look out--it's the nose that will be a increasingly under attack!