Marilyn works for the Chicago Department of Tourism. She has been analyzing their advertising campaign and has recommended that they change the overall message of the advertising campaign from Chicago being a destination for families on a tight budget to a city where families can engage in many cultural activities. Marilyn's suggestion focuses most on which step of developing an advertising campaign?
identifying the target audience
defining the advertising objectives
creating the advertising platform
determining the advertising appropriation
developing the media plan
Answer: creating the advertising platform