A beverage brand plans to launch a World Cup campaign to generate awareness across digital, TV and print. It recently ran a marketing mix model to determine the performance of this campaign. The analysis proved that the campaign resulted in a lift in sales. Due to the high cost of World Cup ads, the ROI was $0.15, which is below their historical norms for campaigns.

How should the analysis help contextualize the results?

A. Advertised across too many channels

B. Based on viewership of the World Cup, CPMs are particularly high

C. Awareness campaigns are not designed to drive conversions

D. The campaign was contaminated by TV advertising