You may want your advertising to do all of the above or even more that I haven't listed. Once you have your goals, prioritize them. Advertising works best when you develop these goals one at a time. Once again, advertising has major advantages in small towns. Advertising that is directed at everybody rarely succeeds.
Great advertising is directed at one person.
Pick your very best customer and tailor your message directly to that person. Needs and desires. Here is where advertising in a small town becomes more complicated. If you are a new business you have some work ahead of you. It takes a little time for them to warm up to you.