When it comes to any kind of advertising, you need to know who your target audience are. Many companies see everyone as their target audience, but when you really dig deep you can find out who exactly it is they want to target. Making up a profile or two of the types of customer you want or think you will attract can help you then tailor your advertising to those people. If for example you want to target females between the ages of eighteen and twenty five that live in London, then you may opt to invest a lot in social media as many of the people that fit in to that category also use social media sites such as Facebook and Twitter. If your audience is professional male and females over the age of 20 but under the age of 60 then you may look to using LinkedIn or email marketing.
You can also try more than one type of advertising at the same time, so you may consider TV ads. Radio adverts may be a good way to target reps that are on the road often so will be listening in.