Don't Believe all the Marketing Stats Provided
When businesses first think they need to market the business the majority immediately think of advertising. However, as the adage goes, "50% of my advertising doesn't work, the only problem is I don't know which 50%".
There is a falsehood in this saying, in that rather than 50% not knowing what works, it is much closer to 98%. So few people know if their advertising works and yet they continue to be swayed by persuasive media sales staff into parting with their money.
There is no excuse for not knowing if advertising is working. It is possible to use specific telephone numbers (cheap, pay as you go, mobile phones can be used to obtain these), coupons, or if you are using PPC and/or Analytics you can see results to 2-3 decimal points.
Yell, various other directories and many online newspapers often supply data regards how much traffic they send you. But do not confuse this with sales which you can track if you use Analytics and thank you pages and/or a shopping cart.
Basing your marketing spend on, perhaps not wholly impartial, third party information could cost you dearly. Always confirm there information and try to understand it in the context that means something to you. Visits to websites are NOT the same as sales.
Good marketing means not believing all you are told .. and using common sense.