HIGH-SHREK SOLUTION

“The spirit of their characters and the spirit of their brand were very aligned with the spirit of our brand as well. We like the big green guy.”

Hewlett-Packard CEO Carly Fiorina, on riding the advertising coattails of Dreamworks’ ogre franchise, Hollywood Reporter, 22 January 2004

THE SEARCH TERM CALLED YOU

“I knew that when people Googled me, what came up was a lot of random stuff, and I wanted to control what was found about me. And O.K., I also loved to see how manytimes I got Googled in a week.”

Entrepreneur Mark Pincus, on buying his name as an ad on Google, The New York Times, 22 January 2004

TIME TO PAY THE POPPER

“I haven’t spoken to any people who say I love pop-ups, send me more of them. But they are part of a quid pro quo. If you want to enjoy the content of a website that is free,the pop-ups come with it.”

David Moore, CEO of online advertising firm 24/7 Real Media, ignoring the fact that pop-up ads make it impossible to read a website, let alone enjoy it, The New York Times, 19 January 2004