ABSTRACT
The need to advertise and promote probably goes all the way back to the time when humans were still living in caves. Perhaps the fi rst manifestation of this type of activity began when an enterprising caveman set up shop under a tree and tried to trade his surplus chunks of wooly mammoth meat for some sharp pieces of fl int. But when he attracted more fl ies than customers, he realized he would never do any business unless he could make his fellow cavemen aware that he had mammoth meat to trade, and excellent meat at that. Thus the fi rst attempt to promote and advertise might have been born.
