I most have missed something. I thought the more you spent on marketing, the better your company image gets. all other factors remaining the same.
I recently changed my marketing campaign from my country, Myanmar/Burma, to my region, Asia. At the same time I upgraded my campaign. Or at least the money spent. I spent about 1.8 million, now it is about 2,5 million a week. More than 1/3 extra. And what happened to my CI? It went down by 5 points. Any reason as to why that is so?