Enlisting Madison Avenue

Released on by Todd C. Helmus
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  • Enlisting Madison Avenue Book Detail

  • Author : Todd C. Helmus
  • Release Date : 2007-07-17
  • Publisher : Rand Corporation
  • Genre : Study Aids
  • Pages : 241
  • ISBN 13 : 0833042750
  • File Size : 17,17 MB
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Enlisting Madison Avenue by Todd C. Helmus PDF Summary

Book Description: Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. Themes of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential to improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.

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Enlisting Madison Avenue

Enlisting Madison Avenue

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Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilia

Enlisting Madison Avenue

Enlisting Madison Avenue

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Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilia

Strategic Communication

Strategic Communication

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This volume in the Contemporary Military, Strategic, and Security Issues series presents a concise introduction to the evolution, key concepts, discourse, and f