There Is No Alternative. The brands that can't advertise in the mass media normally don't have any option rather than using unconventional ways of advertising, for example, in India cigarette companies can't advertise in the mass media, so they sponsor some sports events (Gold Flake Open-Tennis), liquor brands sponsoring sports events, celebrity live performance shows etc. These companies normally pay a huge amount for this kind of advertising because they dont have any other alternative to advertise their product. Contributed by: Debasis Samanta