LONDON: The division between "new media" and "old media" often unhelpfully masks the fact that different channels are more appropriate to achieving particular aims as part of the overall media mix, according to WARC Online's columnist, Tummler.

While the advance of "new media" has been one of the key issues in the advertising industry in recent times, Tummler suggests that each and every channel can be integral to achieving marketers' goals.

For example, while TV, radio and social media are better for developing brand awareness, social media and print prove more effective at generating buzz.

Subscribers to WARC Online can read the rest of Tummler's fortnightly column by clicking here.

Data sourced from WARC Online