Please answer the following questions:

Do you offer a national or local service?
Who is your target customer?
Is your product bought seasonally or year round?
What is your expectations for the money? What results are you hoping to obtain?

Once, you answer these questions, I can start to provide you more insight or ask more detailed questions.

To be direct, my opinion is that with a budget of only $100k for promoting a mobile app that you should probably spend it entirely on online advertising. I believe there are services which you can pay to promote your app that charge on a per download basis. I think your first mission should be getting visibility on the apple and android app marketplaces. While I don’t know the exact criteria for this, this probably has to due with the number of downloads and reviews. Good luck, Marc