In my experience:
If I advertise somewhere I don't see an immediate result because most people already know my proggy...
If I pull my banners somewhere I don't see an immediate decline, because most people knew my proggy already anyway...
BUT If I don't advertise at all then people will forget about my proggy....
IMHO the best strategy is when you launch a new proggy advertise everywhere to get a good impact, then after 2 months start rotating your ads around various webmaster sources to make sure people don't forget.
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