Many types of marketing ploys exist. Some are more creative than others. A contest is sometimes used as a marketing ploy. For example, a company in the photography business might use a photo contest as a marketing ploy. It can announce the contest and invite anyone to submit a photo for the contest, offering an attractive prize to the winner. For someone to submit a photo, that person has to enter his email address or other contact information. The photo company can then use that person's email address to send marketing messages. The consumer likely did not want to sign up for an email marketing list, but the photo company used the contest as a ploy to get the person to sign up anyway. Other examples include free product giveaways to generate more foot traffic into a store and online advertisements that use attractive graphics or phrases to drive traffic to a website.