What to describe about offline and online media. Leads generation is the best on online media. Offline media do not generate leads. Leads can be tracked to the end recipient! This makes the lead genuine and can be cross checked. Online Marketing Activity is very rarely used for brand building! Brand Building is yet strong offline focused dominance. When I speak of online media, I would include new technology such as SMS on Cell phones; the population may not be plugged in but is definitely keyed into new technology. Your view on online media neglecting segments is an ignorance of the power of new media. We can segment better online than offline because we know exactly what words the consumer is searching for, we also know the profile of the consumer and can detect location as well. All your P's and any other abbreviations are in place! I would like to re-iterate that this is a better lead generation tool than a Brand Building tool. Print is not a competition but a compliment to new technology. It will never go away. Similarly a Marketing mix would be a best strike approach.