First there can be a free news story that tells about the product or service that is being offered. The second is a display ad and the third is the classified ad. A display ad is usually larger and can be placed in designated parts of the paper. The classified ad is the least expensive and is read by a surprising number of people. The ad should be interesting and demand the reader's attention.
Classified ads are good for promoting items that people are specifically looking for.
Consult with the newspaper as how to get the best dollar return for dollar spent. Newspaper advertising people are very professional and will work with you regarding what is desired. Shoppers or Small Advertising Papers Shoppers or smaller publications are designed primarily for advertising. Adds in these types of papers are relatively low cost, reach many households and usually have the different sale items separated by category. A person wanting a particular item, such as farm produce, has only to look in the section that pertains to the item desired.