Somewhat off-topic, but how do you publicize your competitions better? The author promised an iPad for the winner and got 40 entries. What fraction of the mon

Somewhat off-topic, but how do you publicize your competitions better? The author promised an iPad for the winner and got 40 entries. What fraction of the money set aside for a competition should be spent on publicity and how much on the prize? Talking about programming/related competitions here.