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I think Qihoo Antivirus mainly use word of mouth, free software download sites like Download.com, blogs, forums, and social networks to promote their free antivirus, and paid premium and business antivirus which they can buy on their website.

I learned about Qihoo Antivirus on a computer security forum post.

Interesting, surprised it isn't advertised more.

Advertising can get very expensive very quickly, so not many smaller software companies can afford to pay for a lot of advertising on TV, very popular websites, and newspapers. It can also get expensive hiring antivirus software programmers and graphic designers to design the user interface for their website and antivirus programs.

I don't think most pay much for good looking graphics.

I think some companies may also use free graphics, and use Photoshop or Gimp to modify them to look good on their websites and antivirus software.

usually not as good and could be using rip offs.

I know the early versions of Spybot 1.6 did not look very flashy, but computers in the past may have problems displaying higher quality graphics and animation.