The options for advertising today are overwhelming.
Your budget, however, is not.
So what are you going to do?
Are you going to get into Social Media because someone told you that everyone was doing it? Are you going to invest in a billboard ad without investing in how you'll measure it? Will you develop a new website but not include the budget to do a mobile version of the site? Will you use YouTube and sacrifice quality or Vimeo and sacrifice potential impressions? Will you abandon an easily-measured online ad campaign to run a print ad in a local market?
Here's the trick to deciding.
When the options are many and the costs are too high, you have to make a strategic decision to do a few things (or maybe even just one thing), really, really well.