Bert,
That is dirt cheap for TV!
Anyway to answer the thread.... We have been running ads in our directly mailed to every house in the area you pick PennySaver (Scotsman in our area). Yes probably half of them end up on the recycling pile, but still half of them are read by folks shopping for something. What ever you do, DO IT VERY CONSISTANTLY! You need to break thru to people's minds. They'll see it sometimes for months and years and only call if and when they are ready or really need you. We use cute family photos and a few good slogans I as an old media person created. Our image is on a regular soccer mom who is a great personal family doc and old fashioned service. Right now our photo is one of those old fashioned in period costumes western parlor style.
Does it work? Now after spending lots of money for about two years we are hardly advertising at all but the entire community pretty much know who we are...sort of. I was having a conversation yesterday buying propane about bee stings and the stinger staying behind. I mentioned "my wife" had one girl in the office just the other day with a stinger stuck in her foot. The young women behind the counter goes; "that's where I know you from, your wife is that doctor in the local pennysaver, right". I said "yes" obviously. Now I run the ads every 2-4 weeks, just to keep our faces in the public's eye and remind them. It takes time to build up "recognition". Also don't forget you get free advertising in about 6 months to a year from now as your name gets into the carriers PAR provider books. But unless folks go on line, the books only get published once or twice a year so you're not in there now unfortunately when you need it most.....Hope that helps.
Paul
