How to get my advertising idea up and running?

[Richard]

You will need to do some research on the common advertising tactics. This is necessary whether you want to implement it yourself or outsource it because you wouldn't want to be left in the dark while paying for advertising. First know your possible competitors and see what they are doing. Replicate or even outperform what they are doing. Know your prospects and over deliver. There are lots of methods and you can practically advertise anywhere online as long as you are allowed to do so.

Some ideas:
Create a blog or a website
Use Pay per click
Use social media platforms
Advertise on high traffic websites
Use videos
Use Joint venture through affiliate networks (where people promote for you and you pay them commissions)
As you have mentioned: collaborate with marketing companies