That is your brand's share of voice if you spend $20,000,000 on advertising. One-tenth of one percent.
Not true, you say. I spend $15,000,000 and I have a 30% share of voice.
Most brand managers fool themselves into thinking that their brand only competes against their direct competitors for the attention, interest and awareness of the public. Your brand is competing against, well, every other brand, across every category. It's true and it's frightening for most marketers.
So, unless you have a very narrow and clearly identified audience, that also can definitely be reached by a very narrow communication channel, what is your likelihood of breaking through, even with $20M?
That is why the epi-center of your marketing effort must reside in product innovation, real innovation that creates products that are both relevant and remakable. By creating that type of product, you give your brand and your advertising a chance and you super charge the communication effort because people who use the product will start marketing it for you as well, which begets press coverage and so on.
Use the $20 MM first to get the product right and then communication becomes easy, or at least easier.
O.D.O.o.O.D.B.
(TY: Eating The Big Fish)