Gaven 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?

Question

Quizplus · Accepted Answer

Gaven Griffith's statement about focusing on customer service instead of price-centered advertising is related to creating the platform, which involves identifying the key selling points and developing the overall message of the campaign. It is not relevant to the other stages listed, such as determining the appropriations, identifying the target audience, defining objectives, or developing the media plan.

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