Phone applications are something that is commonly ignored sort of like how search engine optimization and marketing is ignored.
This is the case cause most customers have a hard time believing in something that is not felt or touched like you would a newspaper or a flyer and while those forms of advertising are still valid sources they are much more expensive to do because of the type of distributions involved and this is why today's newest technologies beat any one of those media sources hands down.
The reason for this is that a phone application is one applications that can be downloaded to any Smart phone millions of times on the market and the information is carried by the potential customers who downloaded your application and unlike a newspaper, TV or magazine it can not only be downloaded once but continuously downloaded as more Smart phones are available in the market.
As you may have noticed every single phone carrier in the world is racing to eliminate all their regular phones and convert their entire customer to Smart phone users. This is a great advantage to anyone cause it's like having 50 million Smart phone's carrying your application that are available for displaying your products 24 hours a day and can also grow as the popularity of the Smart phone's grow.
Consume the idea that a newspaper, flyer or magazine is something that is delivered once a month and a campaign with any of these sources will cost every time that it is delivered to their readers but a phone application stays in place for download for as long as you have it there with a very low cost to maintaining it working for you 24 hours a day.