Research to Measure Advertising Effectives Can Be Used to Evaluate

Research to measure advertising effectives can be used to evaluate alternative strategies under consideration because:

A) typically a firm would only be considering one main communication strategy
B) strategies used in the past may no longer be interesting to the consumer
C) marketers wish to determine which promotional element would provide their most effective monetary expenditure
D) they want to be sure that sales objectives will be met through the promotional strategies they employ