Absolutely . . . but you better have your product in the hands of the "sneezers" . . . and you better have a rock-solid plan to build word-of-mouth virally. WOM leads to PR, which often leads to consumption. In today's age of social media, I would argue that investing in alternative media is much more beneficial than traditional advertising (although this would be dependent on the target market itself). There is less margin for error without a dedicated advertising budget, but it can surely be done.