Many Companies Are Willing to Spend Hundreds of Millions of Dollars

Multiple Choice

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:

A) they believe strongly in competitive parity.
B) they realize marketing success is unrelated to their creative advertising effort.
C) they know that good creative strategy and execution are often critical to the success of a product or service.
D) they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service.
E) the development of good creative strategy is a science and is explained by marketing research.