Marketing works by communicating value. This is important, so let's say it again: Marketing works by communicating value. You want people to come away thinking you spent a lot of money on your advertising. You want them to know that you're confident in what you're selling.
It doesn't matter how you use your marketing budget, just as long as your target market gets the message. You could spend the money on lots of airtime, expensive airtime, high-quality ads, or celebrity endorsements.
Is the Super Bowl really the best time to tell people about cleaning products? Is David Lynch's commercial relevant to the game console it's selling? Does anybody believe that Brad Pitt goes out of his way to wear Japanese jeans or that Jamie Lee Curtis really likes probiotic yogurt? No, no, no, and maybe. The point is that money was spent and that's obvious to everyone. The products must be worthwhile or people would not have gone to so much trouble.
"But what about guerilla marketing?" you say. Bitch, what about guerilla marketing? Sure, there's this:
Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.
But there's also this:
The web is rife with examples of guerrilla marketing, to the extent that many of us don't notice its presence - until a particularly successful campaign arises.
If everybody is doing guerilla marketing, it becomes just regular marketing. If everybody and their wife is flogging their comic on social media then nobody is standing out. Remember: Marketing works by communicating value. And it's hard to communicate if you have to shout to be heard over a crowd.
So, my advice is to save up for an ad campaign. This will probably make it more expensive for me to advertise but reading the forums lately is like being a midget at an all-male nudist colony. Can't take a damn step without people shoving things in my face.