[单项选择] The most important step in developing an effective campaign, and the step which must come before all others, is to define the objectives of the campaign with greatest possible clarity. Does the company wish to attract new investors Does it seek to acquire a company abroad Is a new product to be introduced Are new government regulations threatening the company’’s profitability Only after the fundamental needs of a corporation have been established can the basic objective for a corporate program be isolated; without such a clearly defined objective the campaign will have little effect. Note that we have spoken of "an objective," not a set of objectives. One cannot create a favorable climate among the financial community, emphasize one’’s concern for the environment, seek to attract new employees by the creation of a progressive image, give direct support to sales staff, and emphasize social responsibility, all in a single campaign. A scattering of diverse messages will con
A. find a suitable creative approach
B. develop an effective campaign
C. create a progressive image
D. establish the objectives