Sharing jokes via e-mail is a longstanding practice, but it's only relatively recently that advertisers are starting to take advantage of the viral nature of e-mail to promote products and services: Marketers as large as Anheuser-Busch and Microsoft are trying their hand at so-called viral advertising, and while the success rate of viral ads is debatable, it is certain that the costs of producing such ads is far lower than creating and airing TV spots.

Related Summaries