When do you stop advertising?

[XXXManager]

I can try to answer that but I might be biased
As to the eyeball issue, I think its not a new concept that brand has its value and branding is an important tool.
You may not see an effect dropping one board, but the fact that no one will know you if you advertise nowhere makes it apparent that somewhere down the line its advertising that makes you known.
As advertising is not my field of expertise I may leave the explanations to advertising/marketing people