The document provides a situation analysis, demographic profile, SWOT analysis, goals, and campaign strategy for a JC Penney advertising campaign. It analyzes the target demographic of middle class families like the Smiths who are looking for trendy but affordable home goods and clothing. The goals are to market to Generation Y and position JC Penney as offering quality products at reasonable prices. The campaign strategy is to create the hashtag "#SaveYourPenneys" to generate social media posts of customers in their new JC Penney purchases and offer gift cards as incentives.