How Effective Is This Ad, in Real Numbers?

New York Times:
"It's the old story of the C.E.O. who asks the chief marketing officer, 'What happens if I take 10 percent out of the marketing budget?' and the C.M.O. replies, 'I don't know,' ' Mr. See said, 'so the C.E.O. says: 'O.K., I'll take 20 percent.'"