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95% of the time, paid ads are the best. Marketing is all about catching attention, to catch attention you have to be at the right place at a right time AND in the right context. When you are paying for ads, you are buying all these ciscumstances and you control the criteria which will be used to show these ads. You can choose where it can be showed and where it dont need to be. You can choose place which matches value, purpose and positioning of your brand and product.
When you go for the free ads, you forego all these advantages. And have to take on large set of disadvantages. Just for instance, if an article is reviewing a Hotel, but the review is negative and your travel-ad pops up beside, the association of negative hotel + your ad will create a bad combination by which many readers will unconsciously associate your brand with bad hotels.
There could be times when the serious amount free advertising couid be used. But when you are screen-bombing your ads, there will be brand fatigue unless you can follow the publishing with something concrete.
Marketing is neccessary paid or free because through it people came to know about the product,its features etc etc .Secondly, it is useful to promote your product to other segment. Marketing theme should be very creative so that it catch the attention of the people.
