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

Question

Quizplus · Accepted Answer

The marketing and competitive environment have a significant impact on sales, so a manager who solely uses sales as a measure of advertising effectiveness would not be considering this important factor.

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