The direct response companies that have called my office always have made it difficult, if not impossible, to find out exactly what they were proposing -- other than a chance to sell a lot of my product on TV.

After the initial interest-grabbing sentence, the callers are quite skilled at steering the conversation. The "producer" engages the inventor in discussion about how terrific his product is, expresses a need to do good "planning" in order to "purchase" sufficient inventory. The producer will also tout her experience and skill at producing winning TV ads and the ability to purchase cable advertising spots across the country at a significant discount.

One inventor sent me the direct response company's proposed agreement. Not only did it lack any meaningful protection for the inventor, the agreement itself required exclusivity.

When we ask these "producers,"  "Are you an infomercial company?" the answer has typically been an indignant, "No, we are a direct-response company."

The kicker is how long it takes the caller to get to the topic of the "production fee." When my callers finally get to it, it has ranged from $15,000 to $25,000 -- so much for the benefits of "selling my product wholesale."

Perhaps it's a matter of a few bad apples spoiling the bunch. Besides, I've been around enough by now to know that there can be a thin line between skillful sales and deceptiveness. Still, my experience with these calls has tilted too far toward deception.

Read Tamara's full August "Inventions" column, including 5 steps to avoid a costly mistake when considering direct response, on Entrepreneur.com.

While creating awareness about your product or service is absolutely essential, there is an alternative. Public relations can be much more cost-effective and results-driven than paid advertising, especially when you're first starting out.

So what exactly is the difference between the two? With advertising, you need to have a professionally-designed or written ad -- then pay for the print space or radio/TV time to run it. With PR, you essentially get many of the same results, without paying the big bucks (although it will take your time and effort). You can see PR in action in most magazines you read by flipping to the "new products" pages -- whether it's beauty products, apparel, gadgets or children's products that are featured, their presence there is a result of public relations "placements."

Certainly there is a time and place for advertising -- witness the millions spent annually by major corporations, who are not wasting their money. But for companies just starting out, PR can be a smart first step in creating product awareness. To begin, craft a compelling message. What is the most unique feature that sets your product or service apart? Does your company or product have an interesting backstory or human interest angle? Does your product solve a common problem?

Once you craft your message, you will need to pitch your story to the media. This takes some research. Create a target list of media with an interest in your product or service, down to the individual reporter. For instance, if you've created a new type of software, create a list of technology reporters from major newspapers and magazines across the country. If it's a beauty product, target style reporters.

Your goal is to get your product or company mentioned -- free of charge -- in a magazine, newspaper, or news show that speaks to your target audience. If it's a trusted media source, your presence will often be taken more seriously than through paid advertising, as well – this type of "editorial" mention can create a higher level of credibility and acceptance.

Once you create awareness and begin generating substantial sales, it may be a better time to consider advertising. Start out slowly and don't spend your whole marketing budget in one place, however - this can be disastrous if your ad proves unseen or ineffective. Consider including a "call to action" in your ad - a coupon code for a percentage off, or a dedicated phone number for product orders. This way, you can help track your ad's success.