To advertise your website, sould not be an inclusive marketing aspect of its own, but rather part of your entire marketing plan.
For a website to be successful, the advertising really depends on the type of website, and your paticular market.
I would have to say you at the very least need a 2 tier advertising strategy.
Tier 1 Online
Tier 2 Offline
Tier one includes Search Engine Optimization, links to your site from other sites, blogs, forums, and online website partnerships, among many other methods.
Tier two consists of all the things you would do to advertise with the addittion of your website URL. Any print, tv, radio, newletters, flyers, newspaper ads, etc, should all have a reference to your website.
The full implementation of advertising really depends on your websites functions(company information, e-commerce, etc).
Finally the best way to reach your customers, is not to reach them, but learn their buying behaviors and patterens, and assist them in reaching you.
Who wants a salesman knocking at there door selling avon?
If I really need something, I will go to the company I know and trust.
Who are your customers and what are their needs?
When you know their needs apply your marketing strategy to the benefit of the your product.
Finally if you are at a loss, take a look at your competitor, find the strengths and weaknesses of their company in comparison to you.
