Eric Oneto of Oneto's Department Stores, Inc. tells his marketing director that he is tired of the constant pricecentered 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 is most appropriate for use in which of the following stages of campaign development?

Developing the media plan

Defining objectives

Creating the platform

Determining the appropriations