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

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centred 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 would most appropriately be used in which stage of campaign development?

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