From our experience advertising and promotion should be a coordinated activity encompassing Facebook, local newspapers, local high school and community events, email, and pay per click ads online. The objective of advertising in this way? Every place your target customer looks there should be something that makes them feel better about doing business with you. One of those times they just might conclude that they think they want to do business with you, because you value what's important to them.
http://www.waynemessick.com/marketing/how-to-advertise-your-business
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