The trick behind effective marketting is to make big out of small. HUGE multinationals usually have enough money to launch big marketting compaigns and usually also have enough money to brush off the loss if the campaign is a dud.
A good marketter is one that can make alot of of little!
I htink its sometimes easier to work with less money in a campaign because the risks are very low.
Just my opinion though, I'm sure everyone has their own views.
Regards,
~Equinox