Well, the advertising, imho, for the most part did not do much to promote the future growth. In fact, from what we can tell from the limited information we have, the float was not increasing much at the time the advertising was hitting, so those who benefitted most were most likely the ones being paid to advertise and the flippers.
Now, the float is increasing which probably means the company is using shares for short term needs. A reasonable conclusion would be that the release of the O'Hurley advertising would have been far better for the company if/when they were using shares to get to the LT financing stage, not prior to that.