The idea for its commercial, however, may not be one cooked up by E-Trade ad agency Grey Group.
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One unit, curiously called Chaos to Order, went after e- business from ad agencies as others pursued similar opportunities elsewhere.
The ads are selected to match the subject matter of the e-mail, with Google's ad-placement software picking up on certain key words.
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It happened again very publicly just last week, when Chris Lee, a family values Republican congressman from upstate New York, discovered it wasn't such a great idea to respond to a woman's Craigslist personal ad by e-mailing her a photo of himself, shirtless, using his own real name but claiming he was a lobbyist (and "a very fit fun classy guy" too).
Once they're tweeted -- be it by a journalist or a rival politician -- they become TV ad, direct mail, and attack e-mail fodder.
Romney's e-campaign director Mindy Finn says the idea behind the create-your-own-ad contest is to bridge those online efforts with a traditional mass media campaign.
But the carmaker knows a lot more than any TV ad can provide: their e-mail addresses and zip codes, for starters, which Chrysler forwards to local dealers.
Ads from bbdo, a unit of ad giant Omnicom Group, emphasize E-Trade's mutual funds, money-market accounts and research capabilities.
However, the same customer most likely was on the Facebook page, and before that did a Google search, clicked on an ad, maybe interacted through an e-book reader or tablet.
Liberty received 3, 500 e-mails and letters from people who were moved by the ad and inspired to tell their own tales of responsibility.
These banner ad companies typically "hide" the recipient's e-mail address in the Web address of the graphic, so that their servers can later match the cookie to the recipient's e-mail address, Smith said.
The drama behind "Reply All, " a snippet from a spot that shows what happens when a worker hits the wrong e-mail button, and a creepy, soul-searching "Carma" ad (hint: don't run over the beavers), will finally be revealed this Sunday.
McCain's campaign released an e-mail he sent North Carolina GOP Chairwoman Linda Daves that asked her not to run the ad.
BlueTie's ads, called "featuretisements, " match an event someone types into his calendar or e-mail (such as a trip to Chicago) with, say, a possibly useful ad detailing flights that day.
E-Trade placed its first Super Bowl spot in 2000, the bubble year for Web 1.0 ad invasions.
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Ads from bbdo, a unit of ad giant Omnicom Group (nyse: OMC - news - people ), emphasize E-Trade's mutual funds, money-market accounts and research capabilities.
It will launch ad campaigns in Christian media, send surrogates onto network and cable news, and push back on e-mail rumors that suggest that Obama is not a Christian, organizers said.
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