The proverbial ‘birdie whispering in your ear’ will now see a literal manifestation. If apparitions freak you out, voices in your ear will most certainly scare the living hell out of you. Marketing Communication will soon witness a new dimension, if we are to believe Professor Ken Hardy from the University of Western Ontario. Signalling the evolution from static billboard ads, the new marketing technique will reach out to audience in the most unimaginable way – hypersonic sound communication. Here, the marketing message is communicated to the target audience by delivering cryptic voice messages into their ears. Initiated at the source (a billboard, etc.), the sound is not audible under normal circumstances. However, when they bounce off an object like the human body, they are converted to audible sound in the immediate vicinity of the impact. Grocery stores in France, museums in certain places, and the A&E Television Network have already tested the technology with great success.
The most interesting aspect of this technology is its ability to reach out only to a specified set of people. When a person “steps into the spotlight of sound and if he steps out a foot away, he wouldn’t be able to receive the message.” For newbies, the technology can be spooky and if you let your imagination run wild, these ads can turn you insane. However, nothing can be more exciting than Sylvestor Stallone whispering into your ears and urging you to buy RayBan glasses. Welcome to the new age of marketing.