Advertising can consist of many things.
Not every business qualifies for mass media advertising like TV, radio or major city newspapers because their market segment does not make that a worthwhile expenditure. For example, a business that specializes in a small segment of the population and only has one location in a large Metro market would find usually find it cost-prohibitive to advertise heavily on TV or in newspaper display ads. This would especially apply to a business with a small mark-up on their products or one that has many competitors within that market area. Determine who and where your most likely customers are. Determine the best ways to get your message to your prospects.