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Did you hear that? Direct-sound ads target one person at a time

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The Basilica of St. Mary's Catholic Church in Minneapolis tried out a directional sound advertisement for its annual block party last year. Pedestrians heard a message that even those standing beside them could not. "If you hear this," it said, "it's a sign. Make the pilgrimage to the Basilica block party." (Courtesy of the Outdoor Advertising Association of America)

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Forget billboards and loudspeakers. These days advertisers are working with directional sound, a new technology that allows them to reach one person at a time.