Chris Forbes, of Ministry Marketing Coach, posted an article a few days back on leveraging the free resources available for advertising. Whether a church has a 60k dollar budget for advertising, or none at all, I think this type of advertising can sometimes be the most effective.
Before plunking down any dollars, consider avenues of free publicity. Learn to write news releases and submit them for publication, as well as short public service announcements for local radio stations.
Read more on this article...good stuff.