The Marketers have Your Ear

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The Marketers have Your Ear

• Educational Technology in the College Classroom
• Northern Arizona University
• CC590
• Article The Marketers have Your Ear by Jenn
  Albelson
• http//www.boston.com/business/globe/articles/2007
  /04/24/the_marketers_have_your_ear/
• J. Kelly Robinson

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• Drink
• Coke

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(No Transcript)
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Say What?!

• Fergie to make 3.7 million by product placement
  in songs
• First star to agree to product placement in her
  songs.
• Advertisers get into your head, using using
  innovative audio
• They send sound in a narrow beam, like light.
• Making it possible to direct messages right into
  consumers' ears.
• Even while they are in waiting rooms!

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I Should have thought of that!

• Joseph Pompei focused on finding ways to direct
  sound.
• He developed a prototype of the audio spotlight.
• Company began in 2000, as a doctoral Student
  (MIT)
• First demonstration in the campus theater, John
  Coltrane style!
• He saved 2,000 as a graduate student and began
  building the business.
• A year later, MIT's magazine, Technology Review,
  awarded Pompei the Top Young Inventor Award.

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I hear Voices

• Audio Spotlight Device
• Hawking everything from cereals to eye glasses.
• The messages are quick and targeted
• They send sound in a narrow beam, just like
  light.
• Making it possible to direct messages right into
  consumers' ears.
• Even while they are in waiting rooms.
• ..and a little creepy to the uninitiated.

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Custom Tailored

• Advertisers market to consumers, sending tailored
  messages.
• No loud speaker announcements
• (Bluelight Special!)
• Car Dealerships - Product Features beamed to
  consumers
• Flat disk speakers with precision targeting is
  key
• Made sound possible in unlikely places --
  Boston's Museum of Fine Arts to the New York
  Public Library --

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Who dun it?

• Court TV installed the audio spotlight in
  bookstores.
• CTV promotes the network's new murder-mystery
  show.
• A voice, whispering, "Hey, you, can you hear me?
  Do you ever think about murder?"

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Fortune 500 hears something..

• Procter Gamble Co. and Best Buy Co., are
  testing the device.
• Already being embraced abroad.
• Only a matter of time before the technology takes
  off here.

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Quote Me!

• "Advertisers look to capture people -- especially
  when they are in the buying mood
• "The audio spotlight can captivate people in new
  ways."