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

Question

Quizplus · Accepted Answer

All of the statements listed are true and highlight the difficulties associated with using sales as an advertising objective. It can be hard to determine the exact impact of advertising on sales, there may be a delay in seeing the effects of advertising on sales, and focusing solely on sales as an objective may not provide clear guidance for decision making or promotional program development.

The Use of Sales as an Advertising Objective Can Be