Adjab covers the argument made my Google VP of Product Management, Jonathan Rosenberg, with regard to Prada advertising:
. . . fashion company Prada would be better off participating in the Google AdWords program than advertising in high-end print publications such as Vanity Fair. Rosenberg breaks it down by the numbers, saying a $.28 AdWords buy can target readers who are actually and actively looking for Prada merchandise, versus magazine readers who aren't doing so, not to mention all the potential buyers who won't even see the print ad.
Insert your company name for “Prada” in the quote above and then evaluate whether or not you should be doing AdWord advertising; it’s a strong argument to refute.