The publicity did help Rudy. He was raising money hand over fist. He just executed the worst campaign strategy in the history of primaries. For someone as liberal as that to have the ‘air’ of inevitibility for months on end, even gaining a following on FR of all places, is preposterous in a conservative party. Almost as preposterous as the maeverick actually winning.
So ultimately, all the publicity and money didn't do a thing for him.