Which of the following, if true, most seriously weakens the argument for consumer-generated advertising?

A) Research indicates that less than 10 percent of consumers participate in such programs.
B) Not all consumer-generated advertising efforts are highly successful.
C) Consumers tend to project negative product experiences in such programs.
D) The future growth of consumer-generated advertising is uncertain.
E) Advertising agencies perceive consumer-generated advertising as a threat to their monopoly.

Answer: C
Explanation: C) Consumers may have a fresh perspective, but they don't always have a positive perspective. If negative perceptions are part of the message, as Choice C suggests, then the overall effect of the consumer-generated ads might be negative. Choice A doesn't weaken the argument because even a small percentage of a large group of customers is a significant number. Choices B and D are too vague to argue against the approach in general. Choice E doesn't matter since the concerns of the agencies are not a reason for the company to abandon the approach.