Which of the following statements regarding the evaluation of advertising is false?
A)Good evaluation plans, and the objectives found in them, are based on a model of return on investment for an advertisement.
B)There are factors other than the advertising that affect sales, and that makes it hard to isolate advertising in order to determine its impact.
C)Advertising effects tend to be delayed, so it's difficult to link the advertising seen at one time to a purchase made days or weeks later.
D)Evaluation objectives are based on a model of human response to an advertisement that identifies key effects.
E)Usually advertising is measured in terms of its communication effects, or the mental responses to a message.

Question

Quizplus · Accepted Answer

Good evaluation plans and objectives may not always be based solely on ROI models, as objectives may also be based on other factors such as brand awareness or attitude towards the brand.

Which of the Following Statements Regarding the Evaluation of Advertising