Goal-setting seems an extremely basic concept that is far too many times overlooked. Like a ship that sets sail, it is important to know the destination because, otherwise all the time, effort and resources invested are bound to be wasted. A marketer should not, and quite frankly cannot begin a campaign without a goal if his/her target is to be effective. By goal-setting a marketer has taken the first step towards plan mapping because a blueprint of steps to take will inevitably follow that first one. Once the idea of where to go is clear, a marketer is almost unstoppable.