ABSTRACT
As discussed in Chapter 8, setting objectives is the first action item prior to starting campaign planning. It is critical before you begin ideating on any aspects of the campaign that you know where you are going. A good analogy is that you would never get behind the wheel of a car and begin a road trip, or discuss stopping points or side trips, without determining where you are heading in the first place. A campaign is only as good as its objectives, which help both guide decisions to be made along the way, but also ultimately determine if success was achieved.
