The reality of a business start-up is much different than perception. Most new businesses open on a very tight and limited budget. You have to prioritize and marketing is usually lower on the list. While this may seem short sighted and perhaps even foolish, to some, it is quite simply a matter of finances or in this case the lack of them. As a new business owner, with limited capital, you almost always have fewer choices than you would like. A full scale marketing campaign is a dream of most but the truth is a few ads in the local paper or a few radio spots is the best that most can manage in the beginning.