Making shoot-from-the-hip decisions about advertising doesn't work. Neither does throwing together an ad on the spur of the moment. Taking out advertising isn't something that you do just because that sales rep from the newspaper or radio station stops by and offers you a deal!
The first thing you should do is plan your advertising budget for the year. Advertising should complement your business and marketing plans, and help you to meet your goals. You should devise a long-term advertising plan that consistently reminds potential customers about your business. I'll outline some tips you may wish to consider as you formulate your advertising plan.