If a company experiences a decline in market share despite increasing its advertising budget, what could be a likely underlying cause of this effect?

A company may be spending more on ads but still losing market share because the ads are not reaching or convincing the right customers, so the spending is wasted. If the product itself is falling behind competitors in quality, features, or price, customers will turn elsewhere even if they see more ads. Additionally, competitors may be launching stronger campaigns or improving their own offerings, making the company's increased advertising feel irrelevant. For example, if a smartphone maker raises its ad spend but releases a phone that is slower and more expensive than rivals, consumers will buy competitors’ models despite the larger advertising push. Thus, the root issue is often ineffective advertising or product shortcomings rather than just the amount spent.