Advertising can serve as a highly effective PR mechanism.

EDS, for example, generated positive PR when it ran its memorable “running with the squirrels” ad during the 2006 Super Bowl. The goal of that ad was to raise the profile and name recognition of the company. The advertising industry refers to it as the “water cooler effect”—when a company creates such a memorable ad that people talk about it the next day.

Of course, not everyone can afford a 2 million dollar Super Bowl ad spot, but perhaps one day you will, and you’ll be able to join the ranks of the companies like Monster.com and Garden Burger that raised themselves from obscurity and became household names with the help of a Super Bowl ad!

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