One popular marketing technique involves using classic rock hits to promote new products. One example was the licensing of the Rolling Stones tune "Start Me Up" by Microsoft Corporation to help announce the launch of its Windows 95 operating system. There are a variety of reactions that individuals might have to this form of advertising. Some people might consider the decision to license songs to be a "sellout", while others might consider it to be a brilliant marketing strategy.
I do not think the majority of consumers give this form of advertising much thought. There are several reasons why consumers do not care about songs used in commercials and advertising. First, commercial advertising is so pervasive and all-encompassing that most people are able to filter it out without too much effort. The second reason is that the advertising tactic of using copyrighted songs to promote consumer products is not new or novel, making it even easier to filter out this daily distraction. Third, many people have other problems to be concerned about, so they do not spend the time and energy to be disturbed by what some might consider to be the commercialization of an art form. Fourth, there are a certain number of consumers who enjoy or appreciate the music and the creativity that goes into advertisements in which popular and easily recognizable classic rock hits are featured. These individuals would be inclined to listen more carefully to the advertisement and might be more likely to purchase the product being promoted.
DaimlerChrysler is considering the possibility of replacing the steering wheel, accelerator and brake on certain cars with two independent joysticks. The joystick on the driver's left would control acceleration and braking. The joystick on the driver's right would control turns. The technology employed is called drive-by-wire and is conceptually similar to the fly-by-wire controls used in some aircraft.
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