Many new and superior entrants into a market used advertising to gain a foothold. Think Sears. The economics of the web are different and have lowered the valu

Many new and superior entrants into a market used advertising to gain a foothold. Think Sears. The economics of the web are different and have lowered the value of advertising compared to the value of word of mouth. But there is still some value left in advertising, especially in markets for more traditional goods that don't spread as easily through viral means.