Growing up, I’ve seen thousands of advertisements and commercials. They make statements instructing the listener to come to their business, buy their product, and often makes statements that their business is better than their competition. I view all of this as a form of shouting. No one likes to be shouted at. By buying ads, these companies feel they’ve bought the right, and therefore have gained the permission to assault you with ads and statements that selfishly benefit them more than you.
As a small business, I think it’s important to ask yourself if your ads are geared toward making quick sales by telling customers to buy from you, or if your ads are built to provide value to your customers that may ultimately lead to sales. If you are in it for the long haul, provide the value and customers will slowly gain trust. No one likes to be shouted at, so make sure your ads don’t shout at your potential customers.