Which advertising method works best -- on or offline ads? Like most things in life, that depends. On what? Primarily, your target market and your advertising budget.

Your Target Market: Who buys your product/service? Where are they most likely to become aware of your business? For example, if you sell baby clothes, then neighborhood circulars, postcard mailings and flyers might work well, as your target market is new mothers.

Many new mothers look for ways to save money and they might clip coupons out of the neighborhood paper. If they don't clip coupons, they will at least notice your ad, especially if you are having a sale or are announcing a new line of baby clothes.

Further, most women are also likely to pick up the family mail, especially if they are out on maternity leave. Thus, they will see your postcard mailer or flyer left in the neighborhood grocery store.

On the other hand, if you sell computer software, your target market is likely found online. Hence, online ads may produce leads and sales quicker and cheaper than offline ads.

Your Budget: If you don't have it, you can't spend it. So, to a large degree, the type of advertising you do will be limited to what you can afford to spend. However, don't let this be an excuse not to advertise or to make bad decisions in this area.

There are tons of creative, low-cost ways to get the buzz out about your business (flyers, charity work, postcards, bartering with other business, co-op advertising, etc.). Before you spend a dime, ask yourself, "Does this medium speak directly to the market I am trying to target?" If it doesn't, then you are wasting your money -- no matter how many prospects you may reach.