Below is a link to an interesting article discussing how online advertising can sell your offline products. Using online search marketing you can benifit from having your product amongst those in the running for consumers to find whilst surfing online. Pay Per Click is a sensible option for people with products that they want to be found via certain keywords, but natural search can too increase your products visability.
http://www.dallasnews.com/mediakit/audience/industry_research/images/acnielsen_1.pdf
