Company Image Query

[tycoon]

It has always been my understanding that company image is based on spend not how many campaigns etc.  Is that true?  I've recently consolidated 5 campaigns down to 2, although spending approx 200,000 or so more, hoping to get from 90 closer to 100.  However, even though I was spending more my company image started dropping.  I then added an extra few hundred thousand to marketing to hopefully bring it back to 90 or higher however after a day or so my company image is still dropping.
Is this normal or have I mucked up some how?

Summary:
Condensed 5 campaigns into 2, but spending hundreds of thousands more, yet company image now dropping.
Still dropping after adding extra hundreds of thousands.

[cannimed]

Multiple campains are more efficient than fewer more expensive ones. Its not only the $ amount.

[tycoon]

Multiple campains are more efficient than fewer more expensive ones. Its not only the $ amount.

Can this be confirmed Sami?  I've read multiple forum posts over the years saying its only the spend amount that matters.

[Sami]

Can this be confirmed Sami?  I've read multiple forum posts over the years saying its only the spend amount that matters.

It depends a bit.

But as a general big picture rule, yes, put up two $500k campaigns rather than one $1mil.