This is a perfect example of a question you would ask a mentor. There are people out there who specialize in distribution and people out there who specialize in marketing. There are also people out there, to whom the questioner referred to, who have done this before.
Your job is to seek out the companies that independently raised their own marketing costs and have found a significant measure of national success.
Once you have a target list of these companies, you want to either seek out mentors within the company or request an informational interview. You will get different answers from different people and then you will find your average.
You can also post your question on Twitter & Facebook to see if people will share their experiences with you.
For more tips and articles by top entertainment industry career coach, The Greenlight Coach, visit www.TheGreenlightCoachBlog.com