In promotional management (Marketing)

Assume the Greyhound Bus Co. runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 70 percent of a random sample of shopping mall customers surveyed on October 10th agree the bus company has convenient bus routes and excellent on-time service.

- List and discuss two reasons it would be difficult (nearly impossible) for Greyhound to determine the success of this particular ad campaign. (Hint: consider the criteria for good promotional objectives.)