Who knows know what the term pulse point means? Alpha says that pulse points are where the blood vessels are closer to the skin's surface: behind knees, on chest, on wrist, and behind ears. Heat is created and the cologne smells a bit more.
For an average cologne, pump three times (three pulse points). Don't rub- blot instead. Aaron Marino from alpha m. reiterates that wearing too much cologne can be just as offensive as bad body odor. Less is more. If you can smell the cologne on you all day long or 2 -3 hours after application, it's probably killing everyone around you.