var dDate1 =new Date(2010,06,21); // 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 % 73) + 1);
//var uc1 = 12; // set uc1 for testing only. Remove or comment this line before implementation
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]='Ten Reasons You May not Realize Full Value';
ucommtitle[13]='Break the Pattern';
ucommtitle[14]='Intrinsic Interest';
ucommtitle[15]='Position the Product Clearly and Competitively';
ucommtitle[16]='Reflect the Character of the Product';
ucommtitle[17]='Generate Trust';
ucommtitle[18]='Appeal to the Heart and the Head';
ucommtitle[19]='Speak with One Voice';
ucommtitle[20]='Dramatize the Benefit in Headlines and Visuals';
ucommtitle[21]='Avoid See/Say Visuals and Headlines';
ucommtitle[22]='Tell the Story with Heads, Subheads and Captions';
ucommtitle[23]='Create Story Appeal';
ucommtitle[24]='The Right Balance Between General and Specific';
ucommtitle[25]='Give People Helpful Information';
ucommtitle[26]='Feature a Call to Action';
ucommtitle[27]='Entertainment Values Reinforce the Message';
ucommtitle[28]='Identify a compelling long-term position';
ucommtitle[29]='Tactical Efforts to Achieve Objectives';
ucommtitle[30]='Reach and Frequency';
ucommtitle[31]='Creativity: Your Greatest Leverage';
ucommtitle[32]='Ensuring Campaign Success';
ucommtitle[33]='Setting Budgets';
ucommtitle[34]='How Long Should a Campaign Last?';
ucommtitle[35]='Focus on the Customer’s Customer';
ucommtitle[36]='Be Big Where You Can';
ucommtitle[37]='Visual Storytelling';
ucommtitle[38]='Considerations when Purchasing Media';
ucommtitle[39]='Reaching Your Target Audience';
ucommtitle[40]='Cost of Reaching Your Target Audience';
ucommtitle[41]='Target Tightly To Minimize Waste';
ucommtitle[42]='Consider Qualitative Factors';
ucommtitle[43]='Timing: Finding the Right Pathways and Doors';
ucommtitle[44]='Multiple Audiences';
ucommtitle[45]='Net Vs. Gross Rates, Commissions vs. Fees';
ucommtitle[46]='Much of B2B is 1on1';
ucommtitle[47]='Find Balance Between Over- and Underwhelming';
ucommtitle[48]='Use The “Drill-Down” Model for Presenting';
ucommtitle[49]='Make Your Content the Hero';
ucommtitle[50]='Make Slides Readable from the Back of the Room';
ucommtitle[51]='Be Aware of Incompatible Versions and Features';
ucommtitle[52]='Resolving Resolution and File Size Issues';
ucommtitle[53]='Anticipate Problems: A Checklist';
ucommtitle[54]='“Less is more” when it comes to words, too';
ucommtitle[55]='How much copy is enough?';
ucommtitle[56]='Understand the Sales Process';
ucommtitle[57]='Become a Ruthless Reductionist!';
ucommtitle[58]='Use the Inverted Pyramid Style';
ucommtitle[59]='Create Multiple Ports of Entry to Copy';
ucommtitle[60]='Marry Clarity and Uniqueness';
ucommtitle[61]='Anticipate the Reader’s Questions';
ucommtitle[62]='Address The Six Questions';
ucommtitle[63]='Highlight the News';
ucommtitle[64]='Image File Formats: Their Strengths and Uses';
ucommtitle[65]='Vector or Raster: Why it Makes a Difference?';
ucommtitle[66]='RGB vs. CMYK vs. Spot Colors';
ucommtitle[67]='Understanding Print Production Specs';
ucommtitle[68]='Create Customer-Led Campaigns';
ucommtitle[69]='Companies Fund Programs They Can Measure';
ucommtitle[70]='How to Get Your Story Out There';
ucommtitle[71]='The Unpaid and Unpaved Highway';
ucommtitle[72]='Damage Control';
ucommtitle[73]='How to Get Great Ideas from Your Agency';
var ucommintro=new Array();
ucommintro[1]='Think long and hard about what your objective is before calling an agency';
ucommintro[2]='What is your competition doing? How do their products or services stack up against yours?';
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 customers in as much detail as possible.';
ucommintro[5]='To change or improve perceptions, you need to know where you’re starting.';
ucommintro[6]='Describe what you want your target to think after reading the communication.';
ucommintro[7]='State what can move each audience from the current to the desired perception.';
ucommintro[8]='Develop a series of bullet points that gives people “permission to believe” your promise.';
ucommintro[9]='Are you trying to look smart, witty, exciting, conservative, trustworthy, innovative?';
ucommintro[10]='Download our strategy blueprint to help develop a sound strategy.';
ucommintro[11]='Consistent campaigns build awareness and familiarity. Familiarity builds sales.';
ucommintro[12]='RCS can help you create a perception of value against which you can sell and sustain your margins.';
ucommintro[13]='The first thing effective advertising must do is separate itself from the clutter.';
ucommintro[14]='Borrowed attention devices can backfire by overpowering the intended message.';
ucommintro[15]='An ad or commercial must position itself as being better than competing products. ';
ucommintro[16]='You wouldn’t sell headache remedies the same way you sell automobiles.';
ucommintro[17]='A prospect will not buy from a salesperson - or advertising - he does not trust.';
ucommintro[18]='No sale is made entirely in the mind. All sales are made at least partly in the heart.';
ucommintro[19]='Effective advertising focuses single-mindedly on one idea – the desired product positioning.';
ucommintro[20]='If you bury your main point in the copy, chances are readers will never “get it.”';
ucommintro[21]='Restating the subject of your visual in your headline is redundant and unnecessary.';
ucommintro[22]='Copy readership surveys show that most people scan the headline, subheads and captions first.';
ucommintro[23]='Don’t just make your ad or brochure a dull recital of facts in bullet points. ';
ucommintro[24]='Find a promise general enough to be understandable, yet specific enough to be credible.';
ucommintro[25]='Giving people practical hints and tips about how can help you stand out.';
ucommintro[26]='Tell people what you want them to do and they just might do it.';
ucommintro[27]='Gaining attention is the first task of advertising. But it must also persuade the reader.';
ucommintro[28]='Positioning is based on a comparison of competitors.';
ucommintro[29]='A communications campaign involves a series of tactical efforts to achieve a goal.';
ucommintro[30]='To succeed, campaigns must reach their intended audience with some degree of frequency.';
ucommintro[31]='Why jeopardize a campaign that cost millions by pinching pennies on creative development?';
ucommintro[32]='Piecemeal marketing is one of the biggest reasons for the failure of campaigns.';
ucommintro[33]='“How much should I spend on advertising?” You can determine budgets in four main ways...';
ucommintro[34]='Many marketers give up on campaigns before they have had a chance to succeed.';
ucommintro[35]='One of the most powerful promises in B2B advertising is “We can help you grow your business.”';
ucommintro[36]='The biggest sin of advertising is not getting noticed.';
ucommintro[37]='Visuals must tell your story quickly, efficiently and memorably.';
ucommintro[38]='Buying media is like buying a car; no one pays list price.';
ucommintro[39]='Most B2B publications can provide you with readership surveys.';
ucommintro[40]='To compare the prices of different media, look at a ratio called the CPM (cost per thousand).';
ucommintro[41]='Targeting tightly is the best and quickest way to eliminate waste in marketing budgets.';
ucommintro[42]='Assume a group of publications reaches your audience efficiently. How do you decide which to buy?';
ucommintro[43]='When introducing a new product or running a promotion, you want to create buzz immediately.';
ucommintro[44]='Consider the preferences of Evaluators, Gatekeepers, Recommenders, Influencers and Approvers.';
ucommintro[45]='RCS bills on a fee-for-service basis. We charge for our time and expenses to create the ad.';
ucommintro[46]='Communication supports salespeople who need to overcome objections and close the sale.';
ucommintro[47]='Avoid giving listeners too much or too little information at any given stage in the process.';
ucommintro[48]='If you offer a variety of products or services, use the drill-down model of presenting.';
ucommintro[49]='When your salesperson is delivering a crucial line, you don’t want the audience distracted.';
ucommintro[50]='Make sure the magnification from projection compensates for falloff in size due to distance.';
ucommintro[51]='You may find incompatibilities between fonts, platforms (PC vs. Mac) and versions of PowerPoint.';
ucommintro[52]='To make your presentation look professional, make sure your images have sufficient resolution.';
ucommintro[53]='Make sure Murphy isn’t in the room when you present. Be prepared with this checklist.';
ucommintro[54]='Fewer words mean more readers. Fewer distractions mean greater impact.';
ucommintro[55]='People still with you at 1000 words are seriously interested comparison shoppers.';
ucommintro[56]='Give readers enough information at every step to keep them moving toward the sale.';
ucommintro[57]='Keep boiling down your argument until you’re not wasting a single word.';
ucommintro[58]='Lead with the most important thought and end with the least important';
ucommintro[59]='Tell your entire story in the subheads, cross-heads, and captions.';
ucommintro[60]='Without clarity, readers become confused. Without uniqueness, readers become bored.';
ucommintro[61]='Put yourself in readers’ heads. Ask questions in the way readers would ask them.';
ucommintro[62]='A news story must answer six questions: Who? What? When? Where? Why? How?';
ucommintro[63]='Highlighting the news, when there is news, should be your first objective.';
ucommintro[64]='Every image file format has strengths and weaknesses that make it suitable for certain uses.';
ucommintro[65]='There are two main types of images: vector and raster.';
ucommintro[66]='Using RGB or CMYK when the opposite is indicated results in suboptimal color reproduction.';
ucommintro[67]='Every page has three crucial measurements to set up the layout properly.';
ucommintro[68]='This attitude eliminates the guessing that saps the efficiency of the client and agency.';
ucommintro[69]='One of our wisest clients had a mantra. “That which can be measured will be repeated.”';
ucommintro[70]='Strategic planning, Media relations, Event planning and coordination and Press tours';
ucommintro[71]='Editorial mentions within a publication are free. That’s the good news.';
ucommintro[72]='Contrary to conventional wisdom, all publicity is not good.';
ucommintro[73]='Companies like RCS need three things from clients...';
//document.write('Topic #' + uc1 + ':
' + ucommtitle[uc1] + '
' + ucommintro[uc1] + 'READ MORE');
document.write('Topic #' + uc1 + ':
' + ucommtitle[uc1] + '
' + ucommintro[uc1] + ' Read More');