The Use of Sales as an Advertising Objective Can Be

The use of sales as an advertising objective can be ineffective due to:

A) the fact that it is easy to isolate the effects of advertising on sales
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 they offer sufficient guidance for those responsible for planning and developing promotional programs