The use of the two methods enables a company to target a specific segment which is its primary group (the main target group) and secondary group (the periphery of the main target group).
In conclusion, combining online and offline advertising have a lot of advantages. A company stands a better chance in achieving its goal as each method has its own strengths and a company should focus on how to use them the most effectively. The two methods have weaknesses as well but as they are complementary, the weaknesses of one method could be offset by the strengths of the other in the decision-making process. Finally the integration of the two methods enables a wider approach as well as reaching and attracting potential customers you might otherwise not consider. A last point to underline is however that there must be coherence in the way the two methods are used in order to be perfectly effective.
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