I have problem regarding recognition of an expense in Intangible assets

Hey everyone,I was reading f7 bpp book and there is something which i couldnt understand at all from intangible chapter in Recognition of an expense topic

Prepaid costs for services, for example advertising or marketing costs for campaigns that have been prepared but not launched, can still be recognised as a prepayment.

what does that mean ? could someone please kindly help me with this and explain what they are trying to say as i am self studying and i have also some other few questions to ask from different chapters but i will make a separate topic for each question.

i am waiting for your reply and thank you in advance.