The Problem...Traditional Advertising
Traditional advertising requires you to spend money out of your pocket just to initiate a campaign.
Most mass advertising has no REAL way to track your results or the potential customers you might get.
Advertisers will show you lots of stats and charts about your potential "reach", but in the end, determining your ROI is next to impossible.
Most shops have spent money on these types of campaigns in the past with little to show for it.