Announcing products early—months or years before their release date, also called "preannouncing", has been an effective way by some developers to make their products successful. It can be seen as a legitimate part of their marketing strategy, but is generally not popular with industry press. The first company to release a product in a given market often gains an advantage. It can set the standard for similar future products, attract a large number of customers, and establish its brand before competitor's products are released. Public relations firm Coakley-Heagerty used an early announcement in 1984 to build interest among potential customers. Its client was Nolan Bushnell, formerly of Atari Inc. who wanted to promote the new Sente Technologies, but his contract with Atari prohibited doing so until a later date. The firm created an advertising campaign—including brochures and a shopping-mall appearance—around a large ambiguous box covered in brown paper to increase curiosity until Sente could be announced.