IMO, the WORTHLESS advice that parents/teachers/whatever give about 'if you get bullied, pay them no mind and they will go away' is something that should NEVER be said. Bullies NEVER go away if you ignore them, it encourages them. What bright spark thought that up in the 80's or what not that bullying should just be ignored should be subjected to the worst form of bullying possible for a full year, and then I'll go and ask them again if they think we should just ignore em.
If someone bullies you, sure, discretion is the better part of valor... But ignoring them does absolutely nothing. If ignoring = getting the hell out of there as fast as possible, and possibly not having to ever meet them again, then sure, DO IT. If you can get out, get out as a fight really isn't worth it.
But if you're put in a situation where you have to see the bullies everyday (ie, school), ignoring them does NOTHING. Ignore them once and they will single you out as an easy target for life. I was branded as a troublemaker and a delinquent as a kid because whenever someone tried to bully me, i'd hit back, immediately, twice as hard in an effort to permanently nip it in the bud before it can grow. It could have been just a group of pricks jeering and sneering at me in the hallway... I'd still walk right up to the biggest one and smash my fist in his face in as hard as i could, and then i'd try to break something else. Naturally it'd start a fight, and yeah, i'd get punished for throwing the first punch but hey... I do NOT regret it one single tiny bit. A couple of them would come back and try to 'get revenge' but the large majority of them never even looked my way ever again. Bullies are total cowards at heart, they only ever want easy targets. Get across that you are a hard target and they generally give up immediately.
I don't condone starting wanton violence in any way, just to be clear. But i am always an advocate of standing up for yourself, even if that means kicking someone else's teeth in. Better to suffer a small amount of pain up front, than subject yourself to greater pain later if you let them build up steam.