Print is the traditional retail favorite

Depending on where your target audience turns for information, advertising in local newspapers, shoppers and magazines may be your best bet. But don't overlook niche publications like corporate newsletters, church bulletins and neighborhood circulars, which may be even more effective.

I recommend: Request media kits from publications your customers and prospects read, then inquire about remnant space or work with companies like MSS Standby or PrintAdvertising.com, which negotiate economical deals on leftover ad space.

Online advertising is up-and-coming and flexible

Whether you have $20 to spend or $20,000, advertising with Internet search engines can bring prospects right to your Web site, to learn more about your retail business.

I recommend: Check out the big players Google AdWords and Yahoo! Search Marketing as well as MSN and Ask.

Signage is geographically targeted

Although it requires a one-time or occasional fee, rather than an ongoing expense, outdoor signage to alert customers to your business is a smart means of advertising. Billboards get you noticed along traffic routes leading to your business.

I recommend: Check with your landlord about any signage requirements or restrictions, and then get quotes for an exterior storefront sign as well as directional signs. Companies like OnlineSignShop are one option, or you can find local suppliers through the Thomas Register. Find a billboard company through the Outdoor Advertising Association of America.

Broadcast targets demographic groups

Local TV and radio stations can reach specific audiences and at specific parts of the day to promote your service to the right people at the right time.

I recommend: Find your local cable company through the Cabletelevision Advertising Bureau. Get a low-cost TV ad produced and aired through Cheap-TV-Spots.com. Find the radio stations in your town through Arbitron or buy radio time on auction through Bid4Spots.com. Buy a low-cost TV ad from Spot Runner, a production house that will customize a generic spot with your message.