Final answer:
The first step in developing an advertising program is setting advertising objectives. This step is crucial for aligning the strategy with the campaign's goals. For a campaign directed at teens to promote exercise, the advertising might target their sedentary lifestyles and incorporate motivational slogans that underscore active living as fun and social. The correct option is d. setting advertising objectives.
Step-by-step explanation:
The first step in developing an advertising program is setting advertising objectives. Defining clear objectives is crucial because they guide the overall advertising strategy and ensure that all subsequent actions align with the campaign's goals. For creating a campaign to encourage teens to exercise, one might focus on various aspects of teen lifestyles, such as the rise in sedentary behaviors due to increased screen time or the appeal of social interactions that support physical activities.
Some effective slogans for this campaign could include "Move More, Live More - Make Fitness Your Friend" or "Step Up Your Game - Every Move Counts" focusing on the empowerment and benefits of exercise. These slogans are likely to resonate with teens because they emphasize active living as a natural part of a fun and social lifestyle, which is important for this demographic.