Many marketing managers prefer sales-oriented objectives for advertising because they believe that
A. the reason a company spends money on advertising and promotion is to sell its products or service.
B. they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.
C. the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service.
D. objectives should be based on the achievement of communication objectives.
E. the primary role of an IMC program is to communicate.
Answer: A
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