Networking with follow-up is the most effective. The key to a successful job search is contacts. Most people can sell themselves better in person than on paper. While the tailored resumes you send to search firms, ads and direct mail targets are important and deserve your attention, they will never possess the power of a good relationship.

It's just a job. Grass grows, birds fly, waves pound the sand. I just beat people up
Muhammad Ali

Tailor both the resume and cover letter. How many times have you heard people say they customize their cover letter, but send the same resume to everyone? Usually they are very proud of themselves for doing this, as many job seekers send one form letter and resume to everyone. Unfortunately, when a resume is competing with 200 to 400 others, it has to stand out from the crowd. Recruiters don't have time to separate the "diamonds from the dirt" in the 10 to 60 seconds they spend skimming for relevant experience. It is the candidate's responsibility to sort the valuable stuff from the extraneous, using only 20-carat material to land an interview.