Here's where it really pays to think about the old "spend money to make money" issue. Everyone knows that advertising can drive awareness of your business. But we also know that buying TV, radio or even print advertising can be beyond the reach of many small businesses, and is a major expense for larger ones. And what are they getting for their money? Certainly they're getting a lot of exposure, but once the commercial is over or the reader turns the page, unless the ad is truly memorable, it's all over-back to our regularly scheduled programming, as they say. However, an attractive gift, geared to your audience and carrying the right message, is a physical object. It stays with your potential customers long after the 30-second TV commercial is over. And long after the newspaper is recycled. A pen, a key chain, a calendar or coffee mug-all of these things tend to hang around much longer, making their impression over and over, for just a fraction of the cost of more expensive media.