Imagine that you are the new manager of Qantas, the Australian airline. You are getting ready to prepare an advertising campaign. What would be your FIRST step in the planning sequence?
A) select an advertising agency with a good track record for creative strategy
B) develop the brand's communication objectives
C) decide where sales are going to come from, that is, identify the target audience
D) set the marketing objectives for the brand
E) determine the brand's current and desired positioning in the various markets you are aiming for
Correct Answer:
Verified
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