Build synergy with off-line advertising

Your online and off-line advertising efforts should complement one another. Most of your customers spend most of their time off-line, so any print ads you run should include your online address(es) and a line or two that highlights the advantages of doing business with you in cyberspace. For example, consultants might offer online quotes or preliminary evaluations; stores might offer a larger selection or better prices for online shoppers; and businesses of all kinds can offer more information online and make it available 24 hours a day. When developing print, radio, or tv ads, think about using them to press your online advantage.