graph
    %% ==========================================
    %% NODE DEFINITIONS
    %% ==========================================

    %% (Node Group 1) - Investment
    I_TV[TV Investment]
    I_OOH[OOH Investment]
    I_SD[Social Display Investment]
    I_DV[Digital Video Investment]

    %% (Node Group 2) - Channel Reach
    R_TV[TV Effective Reach]
    R_OOH[OOH Effective Reach]
    R_SD[Social Display Effective Reach]
    R_DV[Digital Video Effective Reach]

    %% (Node Group 3) - Combined Reach
    CR[Combined Effective Reach]

    %% (Node Group 4) - Ad / Brand Cognition
    Vamp[Vampire Elements Effect]
    USP[USP Strength]
    MR[Message Recall]
    M_Rel[Message Relevance]
    PE[Past Experience Factor]

    %% (Node Group 5) - Consumer Preference
    Pref[Product Preference]

    %% (Node Group 6) - Availability / Retail
    PoP[Point Of Purchase Presence]

    %% (Node Group 7) - Outcome
    Sale[Sale]

    %% ==========================================
    %% CAUSAL EDGES (LOGIC)
    %% ==========================================

    %% 1. Group 1 connects to respective Group 2 nodes
    I_TV  --> R_TV
    I_OOH --> R_OOH
    I_SD  --> R_SD
    I_DV  --> R_DV

    %% 2. All Group 2 nodes connect to Group 3
    R_TV  --> CR
    R_OOH --> CR
    R_SD  --> CR
    R_DV  --> CR

    %% 3. Group 3 connects to all Group 4 nodes
    CR --> Vamp
    CR --> USP
    CR --> MR
    CR --> M_Rel
    CR --> PE

    %% 4. Group 4 nodes combine into Group 5
    Vamp  --> Pref
    USP   --> Pref
    MR    --> Pref
    M_Rel --> Pref
    PE    --> Pref

    %% 5. Group 5 connects to Group 6
    Pref --> PoP

    %% 6. Group 6 connects to Group 7
    PoP --> Sale