Push and Pull Advertising
There are two ways to present your information to potential customers. One is to Push your business in front of them. The other is to Pull people that are actively looking for your product or service to your business. Both methods works. What you choose is dictated by your product and service.
If your product or service solves an immediate need, like a plumber for a broken pipe, a dentist for a chipped tooth or an auto body repair shop for a dented car, then Pull is a great way to advertise. The are looking for a business right now, you just pull them toward you.
If your product or service is something people want someday, like Invisalign braces, Home renovation, Solar installation, then push is going to be a good way to put yourself in front of these people.