This paper explains that effective
advertising campaigns are essential to a company's
financial success; a good ad campaign
can be a key to a company's success. The author points out that Nike uses a slick mass market
advertising strategy; whereas, the microbrewery targets its consumers and potential buyers through trade magazines. The paper relates that the advertising campaign of Internet-based Amazon.com is like Nike's in its broad, ambitious scope, but lacks all the
artistry of either Nike or Stone Brewing. Amazon.com places small ads on a multitude of websites, enticing web surfers to view items related to whatever it is they are searching for on the Internet.