Looking across the other media categories, we see the effects of a concentrated versus dispersed media approach. Although Zipium spends the greatest amount of money, it only achieves dominant share of voice in one of the four media categories due to dispersal. Each of the other brands also dominates one category. For example, Enerzid concentrates all of its spending on the Internet. Thus, although Enerzid has a small budget, it manages to dominate that one category through its concentrated media approach.


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