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The internet is a huge business and its constant and significant growth attracts more and more businesses to be online In 2004 online sales reached 117 billion wwwcomscorecom with more than 812 million internet users wwwinternetworldstatscomstatshtm All these internet users are potential customers and it is essential to exploit such an opportunity However promotion is crucial not only to increase traffic A basic principle is if people do not know you they can not buy anything from you With the incredible increase in the number of existing websites it is likely that you may not be noticed The internet not only gives you the opportunity to sell online it also enables to advertise online and the advantages are numerous However there is a trend to forget offline advertising and its benefits as it is generally more expensive indeed not affordable especially for small businesses This paper deals with the importance of integrating both online and offline advertising when running an online business in order to run an effective campaign which will generate traffic sales and increase profits It first briefly describes what is considered as online and offline advertising and then goes on to discuss the importance of combining the two methods Online advertising corresponds to advertising done on the web or through emails It consists of search engines and directories banners pop-up emails newsgroups affiliate programmes viral marketing and the content of the websites Some of these elements exist with variations For instance banners can be static animated or interactive emails can be in the form of a text or a combination of text and animation Offline advertising or traditional advertising is a diverse arena In short I consider offline advertising as communicating through the mass media that is to say TV local national radio local national print local national newspapers directories magazines outdoors billboards bus shelter and cinema These are known as above the line advertising According to me direct response
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