Don't spend a penny on advertising until you have ensure your product is defiined and that you know your target audience. You need to have a good idea of  who is your target customer  how much they want to spend for a given product or servce why they would buy from you why they would buy from a competitor what your competition is doing why they are doing it what you are going to offer in order to stand out

There are a some simple processes which can be employed to give you instant answers to all these questions and enable you to target tightly so you are "preaching to the converted" have a defined price position in your market understand what your customers are looking for - and why create a real difference from your competitors