Online advertising is often positioned as a competitor to traditional forms of advertising. However, the separation of online and offline advertising is a historically developed phenomenon that can no longer be maintained today. Online advertising is gaining increasing importance and is now included in every media planning. The existence of both advertising forms is justified due to their different strengths. Therefore, advertisers must break down the barriers between old and new media in the future and use them complementarily to enhance advertising efficiency. Author Sabina Pal has addressed the challenges of financial planning in advertising and developed a method for determining budget allocation. The book is aimed at all advertisers and provides an overview of the advantages and disadvantages of individual advertising forms as well as the key influencing factors for determining budget distribution: a guide based on thorough expert interviews and selected specialized literature.