My dad tried to a few years back (before internet house adverts were much around). However he tried to do it dirt cheap/tightwad and had to fall back on an agent, so it cost him more in the end. He thought a 3 line ad in the for sale column of a local paper was enough. :-0
If say you might pay an agent £2000 for a sale, then I would say myself to budget up to a £1000 on good quality advertising. Decent colour photo and text in paper/web repeated over 2 or 3 weeks and in among the estate agents ads. A nice colour handout to give/send to people. High quality sign outside of your house to look professional. My dad did not see it as still saving say £1000, he saw ANY expenditure as a loss. He needed to get real!
However, there may be much more accessible ways on the web now, to sell your own house, so the above info might be very out of date.