I agree with everyone so far, professionalism is the absolute key. While i would most probably do my own printing of fryers and such at home, i would be doing it on a $3,000 colour laser printer, that will give very similar quality to a colour laser copier at the local print store.
I think even going beyond the the two keys of what and how you market something it also comes down to who you are marketing to.
To compare the lawn service point that Dan mentioned. There is really two (or even many other) levels of marketing that could be used, in this case the operator seemed to be a good high quality operation and should have had brochures that matched this image. It would seem that he was trying to offer a service that appear to be a little more then what some other's offered and you probably pay a little more for that. Where as you would also another level of business in the lawn services industry that would not have as expensive equipment, their marketing may just be an ad in the newspaper and they may just quote over the phone.
The difference in marketing method's could be seen as targeting two completely different markets, there would be some cross over. However there would be a very different perception of the two different businesses and the way they market.
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