Devising objectives is the first step any company should take before initiating an advertising campaign. Douglas McKinlay of McKinlay & Partners suggests that setting objectives first may lead a company to decide on options other than advertising. If, for example, the target group is small, direct mail might work better than advertising. Equally important, according to Jack Ragel of Stephan & Brady, is a positioning statement, which includes what the product is, for whom it is made, how it is different from the competition's product, and what makes it different. McKinlay says that a common mistake companies make is choosing volume of advertising rather than quality. In addition, many companies have inflated expectations about advertising. Executives should not count on a campaign to turn a company around or believe that it will solve its marketing problems by itself.