When writing an advertisment always put yourself in the consumer shoes and have the consumer ask the question "What in it for me ?" when he reads your advertisement.  The benefit for your target market should be coming out loud and clear.

Most advertising loses money in the short run but gains cleints in the long run.

The small business must be aware that he is a small business and advertise as such.

How man attractive people can you remember or care about that you saw once on a subway only one day?

Most people answer is none

Can you remember the person you felt most attractted to in high school? How would you respond if they called you and wanted you to do something for them.

The point I am trying to show is that people slowly get attached to advertisement of products or services through repetition just as you slowly got pychologically attached to anattractive  person in your high school and you can remember them 20 years later, however we can't remember an attractive person we saw on the subway on the same level and they can't produce the same emothional response. 

The advertisement should be placed where the target market will view it at the time they are looking to purchase the item.  Yellow pages is perfect for that people don't read the yellow pages for fun.  They read it a t the moment they are looking to purchase an item

Who is the target market?

How can I communicate with the target market?

When does the tarket market purchase?