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I would only concentrate money and time on developing advertising that was aimed just at the wealthiest people in your area. Anything else will probably get lots of praise but few results.
You don't really want advertising that reaches a large general audience. You want advertising that is highly targeted to your market. In my case, my target market is affluent moms. That's why I donated to private school auctions. Figure out who your target audience is and then figure out what they read, where they go, etc.
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