Spray on your pulse points
Spraying perfume or cologne on your pulse points will help to "warm up” the scent and amplify it. This also gives your fragrance the chance to mix with your skin's chemistry, generating a unique reaction that can't be replicated by any other wearer.
Best of all, it helps highlight the middle and base notes of the scent, which take more time to release than those initial top notes you smell upon spritzing.
It's these later notes that linger throughout the day, and that will be more prominent if sprayed on pulse points.
Spray from three to five inches
Spraying the scent from three to five inches away should be sufficient.
If it's less powerful, like an Eau de Cologne or Eau de Toilette, then you might consider spraying twice in each pulse point.
This is why prices are steeper for EDPs - they have a higher concentration of perfume oils, and thus don't need to be applied as heavily or as frequently.
It's worth knowing this when you shop for fragrance
Should I reapply later in the day ?
By midday, you might assume that your fragrance has worn off when really your nose has just adjusted to the scent and isn't picking it up as prominently. Others will perceive it more easily than you do.
Depending on the strength of your scent - mainly, if it's a stronger concentration like an EDP - then this subtler "finish" of the scent is one of its best moments. This is why it's nice to also spray something like your shirt collar in the morning if the scent is simply something that you want to enjoy. But in terms of its life cycle, it should last the entire workday.