Most people who advertise, especially those who write the check, want measurable results from their advertising dollars and in the near-term. Experience shows that advertising generates some immediate business but most benefits are measured in long-term value. An increased customer base and better profit margins are benefits from a consistent advertising program.
Certain fundamentals determine the success of an ad program. Be sure to target the right market and make sure an ad reaches it. Don't use too many different ads or try to mimic the "clever" ads used by big companies. It takes a budget outside the realm of small business to make them work. Most important, keep an ad program consistent.