The article discusses how companies use different types of advertising to reach potential customers. Traditional ads like TV and print create awareness, while sponsored search ads target people actively looking to buy. Competitors can try to steal customers by advertising on each other's keywords. The study shows that companies may use different advertising strategies, with one focusing on traditional ads and the other on sponsored search with poaching. Search engines benefit from discouraging this poaching, which is why they use keyword relevance scores to lower bids on competitors' keywords. This research provides insights into how advertising strategies can impact competition in the online marketplace.