If they try to adjust advertizing independently, means they make a huge mistake because hardly they will manage to make it most qualitatively. It is far better to employ the professional expert.
Hiring the professional expert of advertisement is the best way to plan the strategy on choosing when to advertise and when to pause the advertisement.
The project team should do that, if that will be a good way to make the project more popular and famous. The advertisements will help alot the project, spread the market ideas and make people more knowledgeable about the project.