Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her Board of Directors to conduct the agency's first-ever advertising campaign.Her first step will be to:

Question

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The first step in any advertising campaign should be to identify the target audience. This will help to ensure that the advertising messages are tailored to the interests and motivations of the people who are most likely to respond to them. Once the target audience has been identified, the other steps (setting objectives, determining the budget, selecting media, and creating the ads) can be tailored to fit their needs and preferences.

Kelly Is the Head of Marketing for a Nonprofit Agency