STOP: do not spend money yet. Before you waste money on things like ads and advertising you need to know what your customers are looking for, how they are looking for it, and where they are looking to find it.
#1: who is your target audience. Know this group well.
#2: Use Google Adwords first. (30 day run, plan on spending about $300-$500 depending on your niche)
Why? Because doing it this way will save you tens of thousands in the middle and long run.
#3: Depending on which words turn into sales (and yes, you can track this with a Free adwords tool) you'll build your page around those words. (SEO = Search engine optimization)
#4: never spend money in the phone book (nobody will ever see you again)
#5: Never spend money in direct mail unless you are ready to do a sequential mailer. (4 times to the same group of people)
Next: once you know what words turn into sales, and you have your page built around that (yes, even if you are local and a brick and mortar store) you'll want to use the press.
This is actually free and simple (once you have the format down)
Long story short: when you can provide the answer to this question you'll find yourself on the radio, TV and in the paper...
What's In It For Me? (Me being your customer)
The three rules: #1: be entertaining
#2: be educational/informative
#3: be relevant
These three rules also apply to your core business.
I hope that helps. Because if you choose to walk this road you'll have vastly more success with any and all advertising you choose to do in the future.
Oh yea... did I mention you'll also save hundreds of thousands of dollars in mistakes?
Conventional Radio Pricing: $75/1000 per 30 second spot
Frequently stations have a minimum purchase and if you're not planning on running at least 15-21x per week for a full 16 weeks don't bother. Nobody will ever hear you.
TV? Don't bother.
Newspaper: $500-$100,000 per week depending on circulation. Also, readership has dropped over 80% in the past 5 years.
Phone Book: Don't bother. Extremely expensive and you'll get lost in the other 10,000 biz that look exactly like you
SEO: Great idea! Your customers are Googling the idea of you, find out how they do it, optimize your website/blog for that phrase and enjoy the free traffic forever.