If you want some really outstanding results, you can't use the 'traditional' methods. Everyone has kind of gone numb to those. They've learned to tune them out. I have a biz degree w/ Mktg emphasis, but the best book I ever read about marketing, for a small biz, is Guerrilla Marketing. Can pick it up in any bookstore for $15-20. It'll give you all kinds of great ideas for marketing your business. And will help you think of others.
With one of the ideas I used from this book I had some coverage on the local TV news, and big article (2 pages) in the local paper. It cost about 30 hours of my time and about $100.