Designing an Advertising Campaign

When people talk about 'new' and 'old' media, they often argue that the internet has rendered traditional advertising obsolete - and that new methods of reaching customers, like viral and buzz marketing, will eventually replace TV, radio and billboard advertisements. But while new media is likely to play an even greater role in the future, it is important not to get caught up in the hype.

The important thing is to make appropriate use of new technologies while keeping in mind the principles of traditional advertising. In other words, don't throw away the baby with the bathwater. The point of an advertising campaign is to reach a targeted consumer, and new media can assist with this. For example, by placing their ads on social networking sites like Facebook and targeting users based on their personal details and interrests, businesses can ensure that their message is reaching their inteneded audience. But the most important thing remains the message - not the medium.

(taken from: http://onlinemarketing.gwsmedia.com/2011/01/designing-advertising-campaign.html#more)