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?

Question

Quizplus · Accepted Answer

Creating the platform involves identifying the key message or theme that will be emphasized in the advertising campaign. Griffith's statement about the importance of customer service is an example of the type of message that could be incorporated into the campaign platform.

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