if I had to spend 100k(and leaving content to one side) I would break it up in a traditional fashion.
A maximum of 15% on brand advertising, probably offline and I would look for a small TV schedule that’s highly targeted for that. I would spend the rest online.
In online it’s a recipe involving the following
viral
lead generation
email marketing
PR
SEO
Standard media buys
Social Networking
Affiliate mktg
Get a presence in all of the above activities, once you get some real numbers on the campaign you optimise it and focus more cash on where the traffic and conversions are coming from.
That’s the beauty of internet advertising is that it is quantifiable, therefore as budgets shrink due to the credit crunch etc the stuff that works and can be proven to work will be retained and the stuff that cannot be measured will be culled….or at least thats the theory…..