In the past, knowledge of products was passed on, only by word of mouth. Then came the printed word and written advertising. This increased the range of product awareness by mail or the newpaper. The telephone signaled the opening of the mail order with payment given via mailed check or bank credit. In the advent of radio and television, coverage and speed of product information delivery was greatly enhanced. Still, range is determined by the broadcast range. With the internet, people anywhere in the world has access to product information and can now make informed purchases, specially with the maturity of the credit card.

Now, products like NFL jerseys and Lacoste polo shirts can be globally advertised at a minimum cost. The features of products can now be fully explained in write ups linked to the displayed product. Celebrity purchases of products, like Ed Hardy apparel, can now be used as a marketing aid, all without the addtional cost of other media advertising.