When the conservative New England Banking Company decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,the agency's first step was to:

Question

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Before launching a new advertising campaign, it is important to determine the goal of the ads. In this case, the agency's first step was to determine that the goal of the ads was to emphasize the bank's customer service. This would help to guide the rest of the campaign, including decisions about marketing budget, executional style, and other promotional tools. Hiring a spokesperson would come later in the process.

When the Conservative New England Banking Company Decided to Hire