They compared “ten traditional and new advertising mediums in terms of generating retail purchase incidence and outcomes during a month-long promotional sale” (Danaher & Dagger, 2013, p. 530). They found that “seven out of ten media outlets significantly influence purchase incidence, dollar sales and profits, a welcome finding for the growing number of media advertisers.” (Danaher & Dagger, 2013, p. 530) Surprisingly, they found that the most effective advertising channels are still all traditional media (Danaher & Dagger, 2013). I believe smart advertisers understand this to be true and will continue to use traditional advertising in their marketing mix. However, they also need to understand where the audience is and where the world is getting bigger and bigger