The more specific the firm's advertising objectives, the a) easier it is to measure the advertising-sales response function. b) lesser the funding needed to meet advertising goals. c) easier it becomes to measure advertising effectiveness. d) more difficult it is for a competitor to use competitive parity budgeting. e) more difficult it is for competitors' advertising to be effective.

Option A

Explanation: In simple words advertising effectiveness refers to the level of impact that the advertising activities have made on the target customers. Generally it is computed by comparing the set standards with the actual result.

Therefore, if the firm makes it advertising objectives more specific then it would be easy to compare with the actual results.

Hence from the above we can conclude that the correct option is A,

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