[Justin Alexander]

He said that if you don't have the money to go HUGE with that kind of campaign, you're better off not doing it at all.

I'd recommend that, unless people have experience with advertising or are willing to spend the big bucks necessary to buy that expertise, that a huge, "all in" strategy isn't the best way to go. You're better off spending several months slowly, serially experimenting: Try different venues. Try different ad copy. Try different graphics. Try different blurbs.

And separate your ad buys by enough time that you can clearly track the impact of each one.

You need to figure out what works for you and what doesn't. Going huge all at once makes it impossible to figure that out.

Once you've honed your approach, then you can go big using all your proven methods at your proven venues to create the splash. (Recommend doing it with your next book so that you're not re-tapping markets you've already tapped.)