A question which I believe is specific, since day 0 I've had a general campaign, and have never pushed over ~50 CI, up and down but thereabouts. about a year game time ago I changed it from HQ to base country, and it raised slowly, until suddenly crashing in the last 24 hrs. No new routes, planes, staff, anything, what could be the cause? Also there was no mass cancellations, and the delays due to rotation have been the same average for a long time. Any insight would be welcome. Thanks
Early on you don't want to spend too much as you are just getting started and advertising can get very expensive in a hurry. As you get larger it's not enough to cover a certain scope, you must spend more and more as you become able to afford it in order to achieve a high company image. It's one thing to be sitting at about 40 as the well known national carrier for your country, it's another thing entirely to be recognized internationally as one of the best airlines in the world which is what it may take to reach 100.
It's all about how large your operation becomes and how much you can afford. Modest local campaigns will always hit a wall at a relatively low level. You may see sudden drops regardless of your spending if you experience an unusual amount of flight delays or a world event impacts your base. This will recover in a few weeks.
Standard is 6% to 10% of your expenses. Never more.
Thank you both.