Have to say, I was the marketing man for a bike company and distributor about 10 years ago – we had no/very little advertising budget and very rarely advertised. We did however always supply bikes and products whenever we had something that would fit in a group test and our products usually got good, fair reviews (we even won the WMB bike of the year one year). I know it does help if you have a good relationship with the writers, but I don't think it's all about the budget. Most of the big advertisers are big, well funded companies and most make really good, if often mainstream products.
Hicksy