This week in Advertising Age:

A freebie tool, TrialPay, is a new web tool created to serve the desires of customers to get free stuff, and companies wishing to push its product by giving away freebies. For example, if while browsing a participating retail site you found an MP4 player you'd like, but don't want to pay for, you can select Checkout by TrialPay, which might respond with an offer from an online music sales site offering to buy the MP4 for you if you buy X number of songs from them. You end up paying, for sure, but you might save a few bucks along the way.

Viral marketing, creating web content appealing enough that it inspires peer to peer recommendations, is a hot segment of web marketing. AA lists the 10 most prolific viral marketers, according to Competitrack -- Nike (NYSE: NKE), Anheuser-Busch (NYSE: BUD), Microsoft (NASDAQ: MSFT), Volkswagen, Axe, Apple (NASDAQ: AAPL), Coca-Cola (NYSE: KO), Adidas, PepsiCo (NYSE: PEP) and McDonald's (NYSE: MCD). Getting ready to move? Be prepared for an onslaught of pitches. AA finds that pre-movers are also big spenders, fixing up their houses, buying new furniture and appliances, and so on.