Frederick Griffith of Griffith's Department Stores Tells His Marketing Director

Multiple Choice

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

A) Determining the appropriations
B) Creating the platform
C) Identifying the target
D) Defining objectives
E) Developing the media plan