Q. Hi, I was wondering if you could help me with my A-level media studies coursework. I am a student at King Edwards VI school in Bury St Edmunds. I have a question that I have to research and was hoping you could give me some information or your opinions on my research question? My question is “with the continuing development of technology in the 21st century is it now more beneficial for companies to advertise on the internet rather than on television?”
Editor’s note: I did send this student in England my opinion on the matter, but I’d prefer to ask for your opinions here rather than share mine on the topic. Power of the network and all that good stuff.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Depends on the brand, but I don’t think it’s an either or issue. Larger brands like Coke, etc., can and should do both. Small brands that can’t afford TV though, (or very little TV), should focus online.
    But, the question only addresses TV and the net. What about other media? I don’t know of any brand that only uses one form of media in its advertising. (Print, OOH, radio, etc.)

  2. My advice: spend plenty of time unpacking the question. you’ll want to talk about broadcast vs interactive – but remember: most internet advertising isn’t really interactive, and tv advertising can be extremely interactive. Talk about the different ways brands are using TV and the internet. DOn;t forget sponsorship, product placement, branded content. Is the web better for those things or tv? there are good examples across both. Maybe the line between TV and the internet will disappear completely (mention technology)??
    Whatever you do, don;t try to say too much. make one or two points really well. And you don’t have to come down on either side to write a good compelling essay. Good luck.

  3. No.