What is that supposed to mean? That projects need more advertising to succeed? That's one way of seeing it. On the other hand there's so many bad projects that are advertised aggressively that I'm scared to think how much spam we'll be going through on a daily basis when every single project takes takes advertising up a notch. We don't need more ads, we need better projects, and less of them. Also, saying that community has to engage is like saying, "you want profits, work for them and promote the projects for us".
More is not necessarily better in terms of marketing. Advertising is shit nowadays because most people think that they just need to spam their names in every direction and have a brand presence like Coca Cola, when in reality most consumers just ignore these adverts.
What makes a difference is true and authentic communication with those who want to participate in your concept. Stop thinking in terms of money and sales and start thinking in terms of people coming together as a community and growing something incredible together. That's what makes anything worth investing in.