var dDate1 =new Date(2009,10,03);                // YYYY,MM,DD; javascript months are 0-11
  var dDate2 =new Date();
  var iWeeks, iDateDiff, iAdjust = 0;
  var iWeekday1 = dDate1.getDay();                // day of week
  var iWeekday2 = dDate2.getDay();

  iWeekday1 = (iWeekday1 == 0) ? 7 : iWeekday1;   // change Sunday from 0 to 7
  iWeekday2 = (iWeekday2 == 0) ? 7 : iWeekday2;

  if ((iWeekday1 > 5) && (iWeekday2 > 5)) iAdjust = 1;  // adjustment if both days on weekend

  iWeekday1 = (iWeekday1 > 5) ? 5 : iWeekday1;    // only count weekdays
  iWeekday2 = (iWeekday2 > 5) ? 5 : iWeekday2;

  // calculate differnece in weeks (1000mS * 60sec * 60min * 24hrs * 7 days = 604800000)
  iWeeks = Math.floor((dDate2.getTime() - dDate1.getTime()) / 604800000)

  if (iWeekday1 <= iWeekday2) {
    iDateDiff = (iWeeks * 5) + (iWeekday2 - iWeekday1)
  } else {
    iDateDiff = ((iWeeks + 1) * 5) - (iWeekday1 - iWeekday2)
  }

  iDateDiff -= iAdjust                            // take into account both days on weekend

  var elapsed = (iDateDiff);                         // add 1 because dates are inclusive
  var uc1 = ((elapsed % 72) + 1);
  var uc2 = (uc1 - 1);
  var uc3 = (uc1 - 2);
    
var ucommtitle=new Array();
ucommtitle[1]="Setting Communication Objectives";
ucommtitle[2]='Analyzing Competition';
ucommtitle[3]='Disclosing Key Facts';
ucommtitle[4]='Targeting Audience(s)';
ucommtitle[5]='Summarizing Current Perceptions';
ucommtitle[6]='Summarizing Desired Perceptions';
ucommtitle[7]='Identifying The Promise';
ucommtitle[8]='Developing Believable Support';
ucommtitle[9]='Adopting the Appropriate Tone and Personality';
ucommtitle[10]='Download our Strategy Blueprint';
ucommtitle[11]='Be consistent. Be consistent. Be consistent.';
ucommtitle[12]='Break the Pattern';
ucommtitle[13]='Intrinsic Interest';
ucommtitle[14]='Position the Product Clearly and Competitively';
ucommtitle[15]='Reflect the Character of the Product';
ucommtitle[16]='Generate Trust';
ucommtitle[17]='Appeal to the Heart and the Head';
ucommtitle[18]='Speak with One Voice';
ucommtitle[19]='Dramatize the Main Benefit in Your Headline and Visual';
ucommtitle[20]='Avoid See/Say Visuals and Headlines';
ucommtitle[21]='Tell the Entire Story with Headlines, Subheads and Captions';
ucommtitle[22]='Create Story Appeal';
ucommtitle[23]='Find the Right Balance Between General and Specific Claims';
ucommtitle[24]='Give People Helpful Information';
ucommtitle[25]='Feature a Call to Action';
ucommtitle[26]='Make Entertainment Values Reinforce the Message';
ucommtitle[27]='How to identify a compelling long-term position';
ucommtitle[28]='Orchestrating Tactical Efforts to Achieve Strategic Objectives';
ucommtitle[29]='Reach and Frequency';
ucommtitle[30]='Creativity: Your Greatest Leverage';
ucommtitle[31]='Ensuring Campaign Success';
ucommtitle[32]='Setting Budgets';
ucommtitle[33]='How Long Should a Campaign Last?';
ucommtitle[34]='Focus on the Customer’s Customer';
ucommtitle[35]='Be Big Where You Can';
ucommtitle[36]='Visual Storytelling';
ucommtitle[37]='Considerations when Purchasing Media';
ucommtitle[38]='Reaching Your Target Audience';
ucommtitle[39]='Cost of Reaching Your Target Audience';
ucommtitle[40]='Target Tightly To Minimize Waste';
ucommtitle[41]='Consider Qualitative Factors';
ucommtitle[42]='Timing: Finding the Right Pathways and Doors';
ucommtitle[43]='Multiple Audiences';
ucommtitle[44]='Net Vs. Gross Rates, Commissions vs. Fees';
ucommtitle[45]='Much of B2B is 1on1';
ucommtitle[46]='Find the Right Balance Between Overwhelming and Underwhelming';
ucommtitle[47]='Use The “Drill-Down” Model to Explain Items of Interest';
ucommtitle[48]='Make Your Content the Hero';
ucommtitle[49]='Make Slides Readable from the Back of the Room';
ucommtitle[50]='Be Aware of Incompatible Versions and Unsupported Features';
ucommtitle[51]='Resolving Resolution and File Size Issues';
ucommtitle[52]='Anticipate Problems: A Checklist';
ucommtitle[53]='“Less is more” when it comes to words, too';
ucommtitle[54]='How much copy is enough?';
ucommtitle[55]='Understand the Sales Process';
ucommtitle[56]='Become a Ruthless Reductionist!';
ucommtitle[57]='Use the Inverted Pyramid Style';
ucommtitle[58]='Create Multiple Ports of Entry to Copy';
ucommtitle[59]='Marry Clarity and Uniqueness';
ucommtitle[60]='Anticipate the Reader’s Questions';
ucommtitle[61]='Address The Six Questions';
ucommtitle[62]='Highlight the News';
ucommtitle[63]='Image File Formats: Their Strengths and Uses';
ucommtitle[64]='Vector or Raster: Why it Makes a Difference?';
ucommtitle[65]='RGB vs. CMYK vs. Spot Colors';
ucommtitle[66]='Understanding Print Production Specs';
ucommtitle[67]='Create Customer-Led Campaigns';
ucommtitle[68]='Companies Fund Programs They Can Measure';
ucommtitle[69]='How to Get Your Story Out There';
ucommtitle[70]='The Unpaid and Unpaved Highway';
ucommtitle[71]='Damage Control';
ucommtitle[72]='How to Get Great Ideas from Your Agency';

var ucommintro=new Array();
ucommintro[1]='Think long and hard about what your objective is before picking up the phone and calling an agency. Nothing “programs” an agency as quickly as a client who says “I want to…”';
ucommintro[2]='What is your competition doing? How do their products or services stack up against yours? Compared to them, what are your strengths?';
ucommintro[3]='What is different or new in the marketplace that caused you to ask for the agency’s help now?';
ucommintro[4]='Describe your ideal customer(s) in as much detail as possible. Include geographic, demographic or psychographic information about them if you have it.';
ucommintro[5]='Advertising and marketing communications are all about changing or improving perceptions. To do that, you need to know where you’re starting.';
ucommintro[6]='From the first person point of view, write one paragraph for each target that describes what you want them to think after reading the communication.';
ucommintro[7]='In one sentence, state what can move each audience from the current to the desired perception. This will be the net takeaway for the ad or campaign.';
ucommintro[8]='Develop a series of bullet points (each no more than two or three sentences) that gives people “permission to believe” your promise.';
ucommintro[9]='Advertising should reflect your brand’s personality. Are you trying to look smart, witty, carefree, exciting, conservative, trustworthy, newsy, solid, stable or innovative?';
ucommintro[10]='Download our strategy blueprint for a concise form that you can use to help develop a sound strategy.';
ucommintro[11]='No discussion of strategy development would be complete without discussing the need for consistency.';
ucommintro[12]='Advertising cannot sell unless it is seen. Therefore, the first thing effective advertising must do is separate itself from the clutter of other ads or commercials.';
ucommintro[13]='In the quest to stand out, sometimes ideas “borrow attention.” Borrowed attention devices can backfire by upstaging the product and overpowering the intended message.';
ucommintro[14]='An ad or commercial must position itself in the prospect’s mind as being different from and better than competing products. ';
ucommintro[15]='You wouldn’t sell headache remedies the same way you sell automobiles. Products that are meant to be exciting should have fun and exciting advertising.';
ucommintro[16]='A prospect will not buy from a salesperson he does not trust. And he won’t buy from advertising he doesn’t trust either.';
ucommintro[17]='No sale is made entirely in the mind. All sales are made at least partly in the heart.';
ucommintro[18]='Effective advertising focuses single-mindedly on one idea – the desired product positioning. Everything in the ad or commercial supports it.';
ucommintro[19]='Research shows that 80 percent of readers never bother to read the copy in ads. So if you bury your main point in the copy, chances are readers will never “get it.”';
ucommintro[20]='Restating the subject of your visual in your headline is redundant and unnecessary. Worse, it is dull and boring. ';
ucommintro[21]='Copy readership surveys show that most people do not read ads in a linear fashion. Instead they scan the headline, subheads and captions first.';
ucommintro[22]='Every brand has a story. How well do you bring yours to life? Don’t just make your ad or brochure a dull recital of facts in bullet points. ';
ucommintro[23]='Find a promise general enough to be understandable and appeal to a large audience, yet specific enough to be credible and motivating.';
ucommintro[24]='Giving people practical hints and tips about how to get more out of your product or service can help you stand out.';
ucommintro[25]='Tell people what you want them to do and they just might do it.';
ucommintro[26]='Gaining attention is the first task of advertising. But it must also interest and persuade the reader.';
ucommintro[27]='Positioning is based on a comparison of competitors. Many B2B marketing managers do not have the budget for formal positioning studies.';
ucommintro[28]='A communications campaign is much like a military campaign. It involves a series of tactical efforts executed in a precise order to achieve a strategic goal.';
ucommintro[29]='To succeed, campaigns must reach their intended audience with some degree of frequency.';
ucommintro[30]='Why jeopardize a campaign that could cost millions of dollars by pinching pennies on creative development?';
ucommintro[31]='Piecemeal marketing is one of the biggest reasons for the failure of campaigns – especially in startup companies.';
ucommintro[32]='People often ask, “How much should I spend on advertising?”  You can determine budgets in four main ways...';
ucommintro[33]='Many marketers give up on campaigns before they have had a chance to succeed. Campaigns that become part of our culture generally last five to 10 years or longer.';
ucommintro[34]='One of the most powerful promises in business-to-business advertising is, “We can help you grow your business.”';
ucommintro[35]='The biggest sin of advertising is not getting noticed. All the money you spent on creative development, production, testing and media is wasted.';
ucommintro[36]='Visuals must attract readers grazing on information. They must tell your story quickly, efficiently and memorably.';
ucommintro[37]='Buying media is like buying a car; no one pays list price. Your price will depend on what you can negotiate.';
ucommintro[38]='Most B2B publications can provide you with readership surveys that break down circulation by demographics, job titles, geography and industry.';
ucommintro[39]='To compare the prices of different media and publications within a medium, most marketers look at a ratio called the CPM (cost per thousand) where M is the Roman numeral for 1000.';
ucommintro[40]='On average, media costs represent 85 percent of every marketing dollar. Therefore, targeting tightly is the best and quickest way to eliminate waste in marketing budgets.';
ucommintro[41]='Assume a group of publications reaches your audience efficiently. However, you can’t afford them all. How do you decide which to buy?';
ucommintro[42]='The timing may be related to something you are doing. When introducing a new product or running a promotion, for instance, you want to create buzz immediately.';
ucommintro[43]='When planning media buys, consider the preferences of Requesters, Evaluators, Gatekeepers, Recommenders, Influencers and Approvers.';
ucommintro[44]='RCS therefore bills on a fee-for-service basis. We charge for our time and expenses to create the ad. We then give clients the net rate.';
ucommintro[45]='In many B2B sales cycles, communication doesn’t make the sale. It supports salespeople who need to explain how the product or service meets the prospect’s needs, overcome objections and close the sale.';
ucommintro[46]='Avoid giving listeners too much or too little information at any given stage in the process. Find the right balance.';
ucommintro[47]='If you offer a variety of products or services and are unsure which might interest the prospect the most, use the drill-down model of presenting.';
ucommintro[48]='When the lead actor (your salesperson) is delivering a crucial line at a pivotal moment, you don’t want the audience distracted by someone or something else.';
ucommintro[49]='Recognize the difference between designing for a one-on-one presentation and designing for projection to a large audience.';
ucommintro[50]='Before you start a project, make sure that the computer you use for projecting the presentation has the same capabilities as the computer you use for designing the presentation.';
ucommintro[51]='To make sure your presentation looks professional, make sure your images have sufficient resolution, but not so much that the file size becomes bloated.';
ucommintro[52]='Make sure Murphy isn’t in the room when you present. Be prepared with this checklist.';
ucommintro[53]='Fewer words mean more readers. Fewer distractions mean greater impact. Brevity enforces clarity. That improves comprehension.';
ucommintro[54]='People still with you at 1000 words are not tire kickers. They’re seriously interested comparison shoppers. Give them enough information to make a decision and complete the sale.';
ucommintro[55]='Make sure you give readers enough information at every step to keep them moving toward the sale.';
ucommintro[56]='Keep boiling down your argument until it’s easy to understand and you’re not wasting a single word.';
ucommintro[57]='Journalism schools teach aspiring reporters the inverted pyramid style. Marketing communication writers should learn it, too.';
ucommintro[58]='If you have long copy, break it up to increase readership. Tell your entire story in the subheads, cross-heads, and captions.';
ucommintro[59]='Without clarity, readers become confused and stop reading. Without uniqueness, readers become bored and stop reading.';
ucommintro[60]='Good copywriters think of themselves as advocates for readers. Put yourself in readers’ heads. Ask questions in the way and in the order readers would ask them if they could.';
ucommintro[61]='Every cub reporter is taught that a news story must answer six questions: Who? What? When? Where? Why? How?';
ucommintro[62]='Highlighting the news, when there is news, should be your first objective. It’s as important as defining the brand. In fact, many brands are defined by the news they generate.';
ucommintro[63]='Every image file format (JPEG, GIF, TIFF, PNG, BMP, PICT, EPS, PDF) has strengths and weaknesses that make it suitable for certain uses.';
ucommintro[64]='In the Digital Age, there are two main types of images: vector and raster. Understanding the differences can save clients time and improve the quality of their finished products.';
ucommintro[65]='Using RGB or CMYK when the opposite is indicated results in suboptimal color reproduction. As a consequence, some computer programs will not render images in the wrong color space.';
ucommintro[66]='Every page has three crucial measurements that production artists must understand in order to set up the layout properly.';
ucommintro[67]='These anecdotes illustrate one common denominator of phenomenally successful companies: customers lead them. In both cases, the leaders’ wishes took a back seat to customers’.';
ucommintro[68]='"The tracking study cost money that could have run a few more ads, but in the big picture, it proved more valuable. It demonstrated the company was getting results"';
ucommintro[69]='Within marketing communications, public relations is a huge subspecialty that comprises: Strategic planning, Media relations, Event planning and coordination and Press tours';
ucommintro[70]='Editorial mentions within a publication are free. That’s the good news. But they are also beyond your control. That can be bad news.';
ucommintro[71]='Contrary to conventional wisdom, all publicity is not good. Financial institutions that used “bail out” money to pay “performance bonuses” learned this lesson.';
ucommintro[72]='Companies like RCS need three things from clients: a chance to make a fair profit, a supportive working relationship and a chance to do showcase work.';

	
	
if (uc1 >= 3) {	
	document.write('<strong>Topic #' + uc1 + ': ' + ucommtitle[uc1] + '</strong><br />' + ucommintro[uc1] + '<div align="right"><a href="ucomm/' + uc1 + '.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div><br /><br /><strong>Topic #' + uc2 + ': ' + ucommtitle[uc2] + '</strong><br />' + ucommintro[uc2] + '<div align="right"><a href="ucomm/' + uc2 + '.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div><br /><br /><strong>Topic #' + uc3 + ': ' + ucommtitle[uc3] + '</strong><br />' + ucommintro[uc3] + '<div align="right"><a href="ucomm/' + uc3 + '.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div>');
} else if (uc1 == 2) {
	document.write('<strong>Topic #1: Setting Communication Objectives</strong><br />Think long and hard about what your objective is before picking up the phone and calling an agency. Nothing “programs” an agency as quickly as a client who says “I want to…”<div align="right"><a href="ucomm/1.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div><br><br><strong>Topic #2: Analyzing Competition</strong><br />What is your competition doing? How do their products or services stack up against yours? Compared to them, what are your strengths?<div align="right"><a href="ucomm/2.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div>');
} else if (uc1 == 1) {
	document.write('<strong>Topic #1: Setting Communication Objectives</strong><br />Think long and hard about what your objective is before picking up the phone and calling an agency. Nothing “programs” an agency as quickly as a client who says “I want to…”<div align="right"><a href="ucomm/1.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div>');
} else {
	document.write('<strong>Topic #1: Setting Communication Objectives</strong><br />Think long and hard about what your objective is before picking up the phone and calling an agency. Nothing “programs” an agency as quickly as a client who says “I want to…”<div align="right"><a href="ucomm/1.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div><br><br><strong>Topic #2: Analyzing Competition</strong><br />What is your competition doing? How do their products or services stack up against yours? Compared to them, what are your strengths?<div align="right"><a href="ucomm/2.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div><br><br><strong>Topic #3: Disclosing Key Facts</strong><br />What is different or new in the marketplace that caused you to ask for the agency’s help now? The agency should clearly understand your motivation.<div align="right"><a href="ucomm/3.shtml" style="color: #BA0938; font-weight: bold; font-size: 9px;">CLICK TO READ MORE</a></div>');
};