Thanks for adding to convo.

You’re right (or at least I hope you are right) in saying that you “don’t think that a company would continue to add more advertisements when the ones they are using are failing.” I don’t think they would either.

My point with that was that there is a tendency to believe that it takes MORE and MORE to get heard. “If we aren’t moving the needle, then maybe everyone hasn’t seen our ads.” Which isn’t always the case. It could be something as simple as a need to improve your product or service.

The point I was really trying to get across with the chart was how it’s not only a matter of using the channels to build brand equity, but it’s doing it the right way. I was also trying to show how just one touchpoint that is out of sync with the brand can decrease brand equity.

On it’s face the chart from the book is right, but it doesn’t consider detractors. Maybe they just needed an accompanying chart.

I’m also not entirely sure if I agree with you that the original graphic is depicting that more is better. The graphic is just showing the different channels companies should use. I’m sure the text book is assuming that companies know to use quality of quantity with regrads to choices of channels.