The kickoff is not the beginning of the game. Long before the teams take the field there have been careful, data-driven analyses of the competitor, the strengths and weaknesses of the team relative to the competitor, and the opportunities for success. Such analyses identify specific objectives for play and gameplan. The first quarter provides an opportunity to execute against these objectives and make adjustments to the game plan. Winning advertising follows the same pattern: analysis, setting objectives, executing, and adjusting in response to feedback. This chapter explores objectives and objective setting for advertising, the game plan for success.