The use of sales as an advertising objective can be ineffective due to:
A) the fact that they offer sufficient guidance for those responsible for planning and developing promotional programs
B) the fact that there is often a lagged effect whereby the effect of advertising on sales is not immediate
C) the fact that advertising objectives emphasizing sales are generally the best operational guides to decision making
D) the fact that it is easy to isolate the effects of advertising on sales

Question

Quizplus · Accepted Answer

The lagged effect of advertising means that there is often a delay between when the advertising is implemented and when it actually affects sales. This can make it difficult to measure the immediate impact of the advertising on sales, which can make it an ineffective advertising objective. A, C, and D are incorrect because they suggest that sales-oriented advertising objectives are effective, which is not always the case.

The Use of Sales as an Advertising Objective Can Be