Advertising is a rapidly changing industry, with ads appearing on web sites, cell phones, blogs, and other nontraditional mediums. It used to be all about the emotional connection to the consumer, and to an extent still is, as evidenced by the tremendous success of the Geico Gecko ads. Who doesn't love the adorable upright lizard, with the big eyes and British accent? And what about the Pillsbury Dough Boy? Remember him? Didn't you just want to poke that fat little tummy? People who invent ad campaigns are truly talented and creative.

But in today's world, advertisers are also discovering that it takes more than an occasional radio or TV spot, to get the attention of a preoccupied, overstressed society. As a result, they are coming up with shocking, nontraditional advertising trends that may surprise you. Ads are being placed in urinals. (Yes, you heard me correctly.) According to Innovative Solutions Oceania, Wizmark is a talking, singing, interactive urinal communicator. They describe it as "advertising you can't help but look at. An idea so original, it has everyone talking." (Talk about targeting your audience, or should I say, having them target you.) It has a large, waterproof (let's hope so) screen "strategically located above the drain to ensure guaranteed viewing without interruptions." (I'm not making this up.) Using humor and the element of surprise, it is easy to see how it would make a lasting impression. The Wizmark's sensor can detect when a visitor approaches the urinal, and will greet him with prerecorded advertising messages and flashing lights. (I think this would frighten me, and perhaps cause me to flee from the bathroom.)

Arcade Marketing Inc. has a new approach with its campaign in San Francisco, for the California Milk Processor Board. Its new technology called MagniScent has enabled five area bus stops to be filled with the fragrance of just baked chocolate chip cookies. The cost of "ad-scent" is about $30.00, and the smell will last approximately a week.

The next time you visit the water cooler in retail stores or outlets, notice the advertising on the bottle's label. (Sort of a "message on a bottle" approach.) AquaCell will place its patented self-filling water cooler in the store for free, and then sell the merchant advertising to be placed on the label. The customer can combine a refreshing sip of water, with news about the latest in-store sale. Store logos can also be printed on the paper cups, and advertising

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