If you want to do something a little less conventional than sticking an ad in the paper, ambient advertising could be the answer. Ambient advertising is about thinking about the consumer first, then finding a way to reach them.
Need to reach kids? What about chalk stencils at the zoo? Students? Let's stick some funky posters up, guerrilla style, around the university. Urban professionals? Let's hit the bars on Friday night with a projector and some wicked graphics, and really light up the place.
Ambient media is a truly revolutionary way to advertise, and the only limit is your imagination and how far you want to go. Every product launch should have an ambient component to get everyone talking.