One reason that sales response is claimed to represent an unsuitable marcom objective is that advertising during any given period does not necessarily influence sales in the current period but may influence sales during later periods.This is referred to as the _____ effect.
A) economic
B) consumer response
C) heretical
D) advertising response
E) lagged

Question

Quizplus · Accepted Answer

The statement in the question refers to the lagged effect, indicating that advertising may not immediately impact sales, but instead may influence future sales. This makes it an unsuitable objective to measure sales response in the current period.

One Reason That Sales Response Is Claimed to Represent an Unsuitable