Advertising
New media approaches

Unpaid advertising (also called "publicity advertising"), can include personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, " Xerox " = " photocopier ", " Kleenex " = tissue, " Vaseline " = petroleum jelly, " Hoover " = vacuum cleaner, and " Band-Aid " = adhesive bandage). However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a generic trademark – turning it into a generic term which means that its legal protection as a trademark is lost.
language:response_language[German]