On page 220 of the text is box 10-3, which discusses the trends in Internet usage. You can see in the table at the bottom of the page that the Internet is getting quite crowded, making it difficult to stand out.
On the first page of the chapter, the authors discuss how many franchisees still advertise their franchise through trade shows and special weekly editions of the Wall Street Journal.
Consider the franchise "Jersey Mike's" - this is a sub-sandwich restaurant that competes directly with Subway.
Offer a way that Jersey Mike's could advertise for new franchisees and work its way through all the noise and clutter of traditional marketing ideas.
Be creative and think way outside the normal channels.