Advertising off the Net will be a lot bigger than advertising on the Net.

Death and taxes used to be the only certainties in life. Today you can add one more: advertising.

Advertising messages are ubiquitous. Everywhere you turn you’ll find an advertising message. From television to taxicabs to T-shirts. From billboards to buses to bathrooms. (Now you can’t even take a leak without being exposed to advertising.) In some circles, elevators are considered the next fast-rising advertising medium.

Every major auto race, golf tournament, and tennis tournament has a corporate sponsor. All the bowl games are already taken, from the Hooters Hula Bowl in Hawaii to the AT&T Rose Bowl in Pasadena to the Nokia Sugar Bowl ...

Get The 22 Immutable Laws of Branding now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.