The Campaign Professional -- Campaign as Guiding Metaphor -- Elements of a Campaign's Structure -- Foundations of the Campaign -- Issues of Encroachment and Integrated Marketing -- A Brief Word About Theory -- Research Strategies / Research Planning -- Sampling -- The Research Process -- Data Analysis and Statistics -- Basic Strategies -- Some Definitions -- The Bottom Lines -- The Goal: How to Create It and How to Write It -- The Objective: How to Create It and How to Write It -- Message Strategies -- Words as Message Components -- Visualization Factors as Message Components -- Strategies for Choosing Message Components -- Communication Selection Strategies -- Definitions Initiate Conceptualization of Strategies -- Strategies for Choosing Communication Selections -- How Long Is the Campaign?