Which works better: press releases or banner ads?
It often depends on the nature of what you are marketing. If it lends itself to both press release and banner advertising, consider that it costs about the same to get one or two articles in the press of a certain country as it does to get 200-300 click-throughs from your banner in that country. However, these are not totally comparable, since people reading about your Web site in a magazine has to jot down the URL (Web address) and remember to look it up (and spell it right) the next time they are online. Whereas the banner has an immediacy about it: Click, and you’re there!
