Much like regular science, the science of advertising is constantly growing and evolving. The advent of the Internet and mobile devices have given marketers more options than ever for grabbing your attention. But it turns out those marketers are just getting started.
就像普通科学一样，广告的科学也在不断发展进步。随着互联网与移动设备的普及，市场营销人员有更多的方式来吸引你的注意力。事实证明，这只是营销渗透到生活中的开端。

10.Engineered Jingles
10.特殊的广告歌曲

The American Psychological Association recently published a revealing paper on the phenomenon of earworms—songs you can't seem to shake from your head, even if you dislike them. Songs that hang on and won't let go share some unique characteristics not shared by less catchy hits. In addition to a quick tempo, these songs share what researchers called a "common melodic shape," as well as the frequent use of unusual intervals and repetitive notes. That these characteristics are distinct enough that one may be able to predict which songs will get stuck in listeners' heads by analyzing their melodic content—or, familiarity with these patterns "could help aspiring songwriters or advertisers write a jingle everyone will remember for days or months afterward."
最近，美国心理协会发布了一篇文章，分析了那些不断盘旋在人们脑中的歌曲片段，即一些你不喜欢，但仍在你脑中挥之不去的旋律。与普通的音乐相比，这些“洗脑神曲”有很多特点。这些曲子都节奏较快，旋律线条变化相似，经常使用独特的音程，不断重复特定的音符。这些特点十分明显，通过分析歌曲旋律，我们就可以预测哪些歌曲可以成为“洗脑神曲”，或者根据这些旋律特点，作曲人和广告商可以写出那些数天或数月都在人们脑中盘旋的旋律。

9.Smart Appliances
9.智能家电

Many electronics manufacturers envision smart homes, in which appliances such as clothes washers, refrigerators, and thermostats are connected to the Internet and managed from a central hub. Chinese company Hisense, which recently acquired the use of the Sharp brand name in North and South America, debuted such a system at a 2016 trade show. A big takeaway for many was the potential for advertising, much of which need not be web-based or even very intrusive. For example, a smart clothes washer could detect when you're running low on detergent and suggest ordering more of the previous brand, or offer options for other brands. A smart thermostat could chime in with ads for discounted vacation destinations during cold months, or a smart refrigerator could put together and automatically order a shopping list based on preferred brands. Google has been onboard with this since smart appliances have existed, and it seems all but certain that such targeted advertising will be a major aspect of the connected home of the near future.
很多家电生产商都描绘过未来的智能家居产品，像洗衣机、电冰箱、恒温器等家电都与互联网连接，由中央集线器控制。中国的海信公司，在北美和南美用的是夏普的品牌名称，在2016年贸易展览上首次展出这种智能家居系统。比如说，智能洗衣机能够检测洗涤剂是否充足，假如洗涤剂不足，它就会提示添加同品牌的洗涤剂，或者向你推荐其他牌子的洗涤剂。智能恒温器报告温度的同时，还会向你推荐合适的冬季旅游胜地，并提供相关打折信息。智能冰箱能够自动为你列出特定品牌的购物清单。谷歌公司已经开始研发这种智能家电，我们确信在不久的将来，所有的家庭都会覆盖这种广告方式。

8.Drones
8.无人机

Some companies are using drones to capture high quality aerial video for use in commercials that would have otherwise been prohibitively expensive; some, like Tequila maker Patron, have even integrated such footage into successful virtual reality campaigns, combining two cutting edge advertising techniques. Of more concern, however, is the potential for drones to collect data. Singapore-based advertising firm Near conducted a proof of concept trial in 2015 in several markets, including Los Angeles, in which drones collected publicly available Wi-Fi data to gather user information and deliver super-targeted, location based ads. Despite questions about the trial's legality, it seems unlikely that marketers would leave such a potentially vast data source untapped.
一些公司正在使用无人机进行航拍，用于商业推广，而且无人机拍摄的费用要远低于其他拍摄方式，比如说Patron的龙舌兰酒采用两种最前卫的广告技术，将无人机拍摄的素材应用于虚拟现实的竞争。但人们更加关心的是，无人机在数据收集方面的潜力。早在2015年，总部位于新加坡的广告公司Near就进行过概念性的试验，在多地商场，比如洛杉矶，通过公共WIFI来收集用户信息，然后有针对性地进行当地广告投放。这个试验的合法性仍存在争议，但营销人员应该不会对这一大块潜力无限的数据置之不理。

7.Interactive 'Unstores'
7.无人售货商店

Most brick-and-mortar retail outlets have struggled with the ascent of online commerce to some extent. Recently, a few major manufacturers have pioneered a completely new retail concept—using a physical space purely as a showcase, giving consumers hands-on time with their products without the option to purchase. Many consumers use retail outlets in this manner already, evaluating products in person before completing their purchases online. Retailers following this model can make better use of space without the need for a stock room, and consumers are relieved of the pressure to buy while being able to "deep dive" into a brand, its products, and its ethos. Electronics manufacturer Samsung recently unveiled such an "unstore"—a 40,000 square foot showcase in Manhattan.
由于线上网购的发展，某种程度上影响到实体零售店的生意。最近，一些零售商开创出一个全新的零售概念——打造实体展示空间，不以销售产品为目标，而是让客户亲自体验产品的各种功能。很多客户已经这样做了，他们在实体店里查看商品功能和质量，再在网上下单购买。零售商们可以利用这种方法来合理使用店铺空间，不需要多余的储藏室，顾客们也能够轻松购物，同时也能够了解到不同品牌更多的信息，包括产品、评价等。三星的电子制造业务已经开始发展这种无人售货商店，这家商店位于曼哈顿，占地4万平方尺。

6.Connected Cars
6.车载广告

In 2013, electronics manufacturer Magellan launched its Smart GPS, a standalone dash-mounted system that had a few features lacking in other similar units. Specifically, its interface can be made to volunteer information relevant to your current location—such as places to eat, hotels to stay in, or entertainment options. Many of these suggestions come paired with coupons or special offers through Foursquare. This is an example of contextual marketing, and many in the industry believe it to be the wave of the future as more cars come standard with Internet connectivity. Location-based ads are only one potential avenue for in-car advertising; even today, devices connect to your car's diagnostic computer and offer situational rewards. For example, careful driving during a storm may reward you with a free wiper blade installation from a nearby auto shop, or a stressful, gridlocked commute may earn you a free dinner from a local restaurant.
2013年，电子制造商麦哲伦发布了一款智能GPS系统，这个系统独立安装在仪表盘上，与普通的GPS系统相比，有几个独特的特点。特别是它能够根据你当前的位置自动向你推荐相关信息，如饭馆、旅店或休闲娱乐的地方。与这些推荐信息一起出现的，还有Foursquare公司提供的优惠券或其他折扣。这就是一个情境营销的案例，而且行业内的许多人都相信这在未来会掀起新的营销浪潮，因为越来越多的车能够直接接入互联网。基于位置的广告只是车载广告的一种潜在形式，即使是今天，也有设备能够连接到汽车电脑检测仪并根据需要提供反馈。比如说，在暴风雨中谨慎驾驶，附近的汽车店检测到这一事实后会免费帮你安装雨刮器，或者在通勤过程中遇到交通大拥堵时，会有附近的餐馆给你提供一顿免费的美食。