The Venture Edge

If you use advertising to get out the word about your business, you've got some complex and important decisions to make -- particularly when it comes to deciding where to place your advertisements. Should you stick with the traditional paid media (television, magazine and newspaper ads), or jump on the earned media (word-of-mouth and recommendations from friends and family) bandwagon? Or maybe a combination of both? Before you decide, you should know something about current trends affecting the effectiveness of each of these approaches.