The important thin about advertising is to monitor where your leads come from. Any one can spend mint on advertising and fill their diary - the trick is to spend less and still keep your diary full.
I only get about 10% of my work from my nearest town, but get probably 40% from a town that is a 35 minutes drive away. It's also good quality work an therefore well worth it.
As a result, I advertise very little locally (but get work by recommendation) and spend a little more in the town furthest away.
I spend around £120 per month on advertising in total - no y/p, no phone book, no Thompson's.
Sorry to rant on at my first posting.
Elfyn