Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?
A) Other marketing mix variables besides sales can affect sales results.
B) Sales offer little guidance or direction to those responsible for planning and developing the advertising program.
C) There is often a long period between when advertising is run and when sales actually occur.
D) The marketing and competitive environment have very little influence on sales.

Question

Quizplus · Accepted Answer

The marketing and competitive environment can have a significant impact on sales, so a manager who only relies on sales as a measure of advertising effectiveness may not be taking these factors into account.

Which of the Following Is NOT a Likely Problem for a Manager