For me, I always recommend trying to get your product or service into the media without paying for advertising. Advertising is really only worth the investment if it is for mass market products like cars, cell phones etc.
Writing and pitching articles to the media in publications that your target audience read, reaps far better results. With an article you will get 500 to 1,000 words to showcase how your product/service solves a problem.
Remember though that it can't just be an advertorial that talks about you; it has to be packed with information of value. It is also good to tie it in with what is going on in the media and the current trends. For example, if you have a health service relating it to helping manage diabetes or reducing the risk of heart attacks would work because these topic are in the news a lot these days.
Brand content specialists that provide SMEs with targeted copy that get results.