This chapter defines advertising in an eighteenth-century context and discusses advertising costs and methods during the Garrick period. It considers direct, taxed advertising in periodicals, then limns untaxed methods of promotion, including reviews, occasional poetry, puffery and theatrical claques. Using contemporary promotional materials by Garrick and others, it shows the development of key aspects of the Garrick brand, including variety, or the ability to play comedy and tragedy, and major and minor parts; brilliancy and liveliness of eye; vigorous action and elegance of gesture; pleasing vocal modulation; and skillful interpretation of Shakespearean drama. The chapter concludes with a survey of some commercial products that attempted to leverage the associational value of the Garrick brand.