But it wasn’t until a year later, in 1987, when the company launched its first line of audio cassettes featuring music that the category
as a promotional medium was fully realized. Christmas music quickly became Sound Line’s signature sound.
To make his case for sound as the most useful branding source, Schaffer said: “People remember more of what they have heard, than what they have seen.” A stark contradiction to Buztronics’ stance, but Schaffer insisted and cited some real-world examples to back up his claim. He said the medium is frequently used as a health aid as well as a boon to retailers. “To set a mood for a shopper to buy, to lower body temperature, blood pressure and pulse rates, music triggers a response,” he said. In fact, Schaffer said hospitals use his