The attack array consists of elements, competencies and infrastructure necessary to execute the campaign. Building the attack array is based upon the timing of the attack engine (which is discussed in the next section) and the necessity to operate a faster and smarter tempo than the adversary.
Perhaps the most critical issue in building your attack array is managing the trade-offs between:
- Award winning creativity and campaign effectiveness.
- Rigid infrastructure and operating agility.
The key to managing these trade-offs is selecting elements, competencies and infrastructure that are wickedly fast and cheap to produce.
There is an infinite number of combinations of elements, competencies and infrastructure available to the marketer.. in fact one might argue there are too many choices. Listed below are examples of elements, competencies and infrastructure.