Six decisions, taken in order, are the difference between a campaign that can explain its own results and one that cannot.

Most marketing communications fail for a reason that has nothing to do with creativity: the mission was never named, the market was never defined precisely enough to write to, or the measurement plan was chosen after the results were already in.

This book organizes the discipline around six decisions — mission, market, message, media, money, and measurement — and works through each one in the order an organization actually has to make it, from strategic intent through execution to impact.