Plugs: when, why and why?

Habralyudi help to understand!
We sit and argue with a partner about the type and timing of the advertising campaign for the project.
There are 3 options:

1st: Silently creating a project without saying anything to anyone. Then we conduct a closed beta testing among the trusted circle of people, and then the pathetic opening and start of a full-fledged advertising campaign.

2nd: We hang up the "stub" and scatter the link. But we do not give any description and essence of the project. Again, the beta test, the opening and the full "PR"

3rd: Stub + link + blog of the project with a full description and purpose. And then again the beta test and discovery.

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Habrachelovek, what path would you choose? At what stage of the project would you start to implement it?