Using ShopTalk they can shop the Web via telephone after listening to targeted ads for special offers on products and services. After all, an audio ad can't be ignored like a banner ad. Jeff Snyder, principal telecom analyst with Dataquest, notes that earlier experiences with free voicemail services are not encouraging. The initial sign-up rate was high. But people soon tired of having to listen to a 15-second ad before being able to check their mailbox, and the desertion rate was steep.
People hear information differently from what they read.
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