Tesla is proud of the fact that they have a zero $ advertising budget and 400,000 preorders, and rightly so. Maybe Tesla doesn't need to advertise, and maybe they never will. However, what would advertising do for Tesla? More specifically what would advertising on the mainstream press do for Tesla? Who spends a lot of money on advertising? The auto industry? If Ford buys advertising from a newspaper, does that newspaper care if Ford lives or dies? Yes, most likely, and most likely they aren't going to be too negative about Ford. If Tesla doesn't buy any advertising from that newspaper, does that newspaper care if Tesla lives or dies? No, not really. So, if Tesla buys advertising, they would then be a customer of the media, they would be giving the media money, and then maybe there would be a decrease in the amount of negative press. The media currently has no financial interest in whether Tesla succeeds or not. So, Tesla could have an advertising budget and buy space on all the main media outlets. It wouldn't even have to be clever or fancy, they could just post a picture of the Tesla logo.