Unmeasured media include nontraditional venues for promoting a product: Internet marketing, consumer contests, prizes, give-
aways, product placement in movies and television shows, novelties and other consumer items (e.g., logos on T-shirts), and spon-
sorships of concerts, sporting events, and other forms of entertainment and celebrations. These marketing venues and strategies
are part of a dramatic shift in advertising strategy, termed branding, where the advertiser establishes an emotional connection
between the brand and the targeted audience.