SUMMARY.   N. Zavorokhina Use of specificity of the mechanism of sense of smell and the olfactory associations buyers as the tool of touch marketing   Given article is devoted efficiency of use of the mechanism Sense of smell of the person as the mass communicative channel for goods advancement. The data about gene-receptor character is considered Aroma recognition. The hypothesis about occurrence is resulted Associations, positive impressions-memoirs from area of "preconscious". The interrelation in a chain aroma - association - emotion-stimulus to purchase is isolated. "The technique of formation of associative communications" and results of researches on creation of an olfactory associative array of users of a female Internet portal and buyers of a supermarket is resulted.