It is always great when you want to know companies like this, signature campaigns are a very Effective way to do it, of course it is just a recommendation, I could say that everything possible should be done so that it has a lot of visibility throughout the forum. and since it is so widely Accepted it is the best.
Sometimes signature campaign are not the only thing the developer wants for product marketing. There are many other channels like ad networks where they can easily get clicks even active clients in low cost. Signature campaign requires a good budget. A signature campaign with only 10 members rewarding $100 per week means monthly you are looking at $4000 marketing budget. Many will find it not to worth spending but a signature campaign is very effective when a business continue it for months.
There are many campaign I saw lasted only a few weeks. IMO it's waste of money. Brand building is a long process.