Which statement below is FALSE when we talk about spending on Communications and Advertising? Question 17 options:

a - It is not necessary to measure all outputs from Communications activities as often advertising is focused on non-quantifiable metrics such as brand building.

b - Money spent on advertising should be viewed as an investment, not solely as an expense, considering potential future returns as well as immediate benefits.

c - Spending on Communications can be very costly and targeting difficult for various off-line advertising vehicles.

d - It is important to identify the metrics that will be used to measure the impact of advertising expenditures.