Why do ads use the 'Alexa' trigger word?

Episode 1502 (36:40)

Mark from Myrtle Beach, SC
Amazon Echo

Mark wants to know why broadcast ads will use the 'Alexa' trigger word that could hijack his Echo device. Leo says that in Amazon's commercials, they actually use an inaudible sound behind the trigger word that prevents the device from taking action on it, but it may be that other advertisers don't know about this. Leo says it may even be against Amazon's rules to use trigger words in flash briefings.