While Google AdWords and Search Engine Marketing are wonderful and highly recommended tools, there is more to online advertising than that.
Banner advertising should not be forgotten. With improved contextual advertising, delivery of ads that relate to a topic being discussed, say, on a tv station's website, relevancy increases. The result is related to the advantages of SEM, which is triggered by keywords.
There are many online magazines, enewsletters, websites and email servers which show ads. These ads can be more or less expensive than other media, but can usually be more targeted and still less expensive than their print alternatives. Additionally, there are usually "day parting" options, where you can identify days of the week, even times of the day, when you want your ad to show.
Plus, you get tracking information about how many times you ad was shown and how many times your ad was clicked.
With landing pages, you can send someone from one location to a landing page relating to its source location (e.g., a scrapbooking online magazine) and those from another source to its own landing page (e.g., a travel agency).
When planning your marketing mix, think out of the search box!