Where would Travelocity be without their commercials? How is Apple’s web traffic affected when they aren’t running their memorable “I’m a Mac” campaign? And would Barack Obama have made history if he had to choose between online and offline media?

It seems that even with all of the talk about the demise of the 30 second spot, many of the most popular web sites would suffer without mass market advertising.

Just because it’s hard to measure the connection between traditional media and online, that doesn’t mean that it’s not there. Traditional and online advertising play very different roles, and both are needed to compliment one another.

All target markets have one thing in common….they’re all made up of people. And people have diverse lives. They don’t just live online or off. The same people that are online also watch TV, read newspapers or magazines, pass billboards on the road or ride on a public bus from time to time.

The messages and the branding people are exposed to through traditional media have a very real effect, even if it is subtle at times. And that subtlety can make the difference between a casual interest and active consideration or between a simple familiarity and a sale.

If marketing was a sport, I think it would be most like basketball. A team effort, actively passing the responsibility back and forth until as a group, you score — but always staying focused on the customer.

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