Marketers have been asking for months which is the best method for reaching customers: broadcast media, with its ability to reach the most people fast in a given trade area, or the low-cost to no-cost new-media methods in vogue, especially social media.But the question isn’t actually which avenue is better, says Tim Hackbardt, principal of marketing firm The White Barn Group in San Juan Capistrano, Calif. Both have their uses, and each brand should strike a balance depending on its ...

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