This article  in Entrepreneur magazine could help some of your downtown businesses use their limited advertising dollars more effectively.  Then again, it could help your promotional efforts as well.

While Entrepreneur’s Kim Gordon gives a four-point recession advertising checklist to make sure your ad budget does the most good, her advice should adapt well to any economic climate:  Make sure you are reaching the right people; Repeat your message; Present it in context; and Be memorable.

Of course, before you begin advertising, you need to make sure you know what you are selling, who your best customer is, and what your clear message is.  Business author Brad Sugars gives seven tips on differentiating your business. 

Your customers are exposed to a lot of “clutter” so it is important to make sure you can clearly explain why your customer needs or wants what you are selling.