This is true; clear planning and focus is required to make money online. Not only must you have a substantial advertising budget, you must also take precaustions to make sure you are protected from credit card chargebacks and online fraudsters. If you are keen on the idea and you have done your research take a look PPC and CPM online advertising methods; if your product is great and your market is large then these methods bring huge ROI.
if you want to know what all the accronyms mean -look it up!
http://traffic.fuzionuk.net/glossary.htm