Growing businesses often find it difficult to justify the high cost of mainstream advertising. But in this age of DIY, there are other options.

Take this crudely shot, dancin’ rappin’ goof of an ad for Flea Market Montgomery from 2006. Not so long ago, it would have slipped away without much notice. But a dose of YouTubescence transformed it into a pulsing internet meme, delivering over five million views and a unique form of celebrity for its star.