Final answer:
Evaluating advertising campaigns is not one of the four important decisions in developing an advertising program; the key decisions include setting objectives, budget, strategy, and target market selection.
Step-by-step explanation:
Evaluating advertising campaigns. This is not one of the four important decisions made when developing an advertising program as it pertains to the post-campaign phase.
When developing an advertising program, the four key decisions that an advertising director must make include: a. setting advertising objectives, which defines what the campaign is intended to accomplish; b. setting the advertising budget, which determines the financial resources allocated for advertising; c. developing advertising strategy, which involves creating the messages and selecting the media; and d. selecting a target market, which pinpoints the specific group of consumers the campaign aims to reach.
For instance, in a campaign aimed at encouraging teens to exercise, one would consider the particular aspects of teenagers' lifestyles that could be targeted, such as the integration of activity in daily routines, peer influence, and digital engagement. Slogans like "Get moving, stay grooving" or "Sweat now, shine later" could be effective as they connect exercise with positive outcomes and are catchy, making them memorable for the target audience.