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Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation Book

Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation
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Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation, Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. Foremost among these lessons are the con, Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation
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  • Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation
  • Written by author Helmus, Todd C., Paul, Christopher, Glenn, Russell W
  • Published by Rand Publishing, 2007
  • Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. Foremost among these lessons are the con
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Authors

Preface     iii
Figures     ix
Tables     xi
Summary     xiii
Acknowledgments     xxiii
Abbreviations     xxv
Introduction     1
The Shaping Construct     1
Research Approach     6
What Makes Shaping So Difficult?     9
General Challenges to Shaping     10
Anti-American Sentiment and Its Challenge to U.S. Policy and Military Operations     10
Adversaries' Shaping Efforts     13
News and News Media Issues     18
Context: Global Media, Local Information Environments, and Culture     21
What Makes Shaping So Difficult for DoD?     26
The Traditional "Kinetic" Focus of Military Operations     27
Interactions Between U.S. Forces and Indigenous Personnel Have Shaping Consequences     29
Information Fratricide at All Levels     33
The Reputation of PSYOP     42
Lack of Resources for Shaping     43
PSYOP Barriers to Shaping     44
Matching Message, Medium, and Audience     45
Measures of Effectiveness (MOE)-How Do You Know That What You Are Doing Is Working?     47
Intelligence Requirements for Shaping     48
Mistakes and Errors     49
Fallout and Second-Order Consequences of Expedient Choices     50
Damned If You Do, Damned If You Don't: Events with Both Potentially Positive and Negative Shaping Consequences     51
Command Use of Communication Assets     52
Balancing Short-, Medium-, and Long-Term Goals     53
Applying Marketing Principles to Shaping     57
Know Your Target Audience Through Segmentation and Targeting     59
The Marketing Approach to Segmentation     59
Applying Segmentation and Targeting Techniques to Operational Theaters     61
Apply Business Positioning Strategies to the Development of Meaningful and Salient End States     64
The Marketing Approach to Positioning     64
Applying Positioning to Operational Theaters     69
Understand Key Branding Concepts     70
An Introduction to Key Branding Concepts     70
Branding Concepts Apply to the U.S. Military     72
Update the U.S. Military Brand to Reflect Operational Realities     72
The Marketing Approach to Updating Brands     72
A New Brand for the U.S. Military     74
Strategically Synchronize the U.S. Military Brand     78
The Marketing Approach to Strategic Synchronization      78
Managing the U.S. Force Operational Portfolio     80
Synchronize the U.S. Military Workforce     82
The Marketing Approach to Workforce Synchronization     83
Synchronization of U.S. Military Personnel     86
Achieve Civilian Satisfaction: Meet Expectations, Make Informed Decisions, Measure Success     92
The Marketing Approach to Meeting Expectations     93
Listen to the Voice of the Civilian: Make Informed Decisions     98
Listen to the Voice of the Civilian: Monitor Outcomes     100
Harness the Power of Influencers     104
The Marketing Approach to Influencers     104
Using Influencers for Campaign Success     108
Apply Discipline and Focus to Communication Campaigns     113
Know Your Program Focus     115
Move the Movable     115
Clearly Delineate Your Objectives and Goals     116
Know Your Market and Competition     117
Design a Product Just for Them     118
Make Prices as Low as They Go     119
Place the Product: Location, Location, Location     120
Create Messages That Stand Out and Are Motivating     121
Get the Message Out     123
Monitor and Evaluate the Success of the Campaign      125
A Concluding Comment on Integration     127
Summary     128
Shaping Solutions Based on Recent Operational Experiences     131
Pursue Anticipatory Shaping     132
Better Leverage CA/CMO Activities     136
Manage Use of Force for Shaping     140
Nonlethal Use of Lethal Systems     142
Attacking Symbolic Targets Can Communicate, Too     143
Establish and Preserve Credibility     144
Organize for Credibility     148
Integrate Communication     149
Improve Communication Resource Allocation, Joint Training, and Processes     152
Remove Process Constraints     155
Address Shaping Intelligence Requirements     156
Establish and Maintain the Relationships That Shaping Requires     158
Rotations     159
Better Respond to Mistakes     160
Counter Adversaries' Shaping Efforts     163
Improve Relations with the News Media     167
Summary     170
Summary of Conclusions and Recommendations     171
Applying Marketing Principles to Shaping     171
Shaping Solutions Based on Recent Operational Experiences     175
A Synthesis of Marketing and Military Approaches      179
Looking Ahead: Future Avenues for Research     182
Linking Shaping Challenges with Recommendations     185
Bibliography     189


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Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation, Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. Foremost among these lessons are the con, Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation

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Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation, Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. Foremost among these lessons are the con, Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation

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Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation, Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. Foremost among these lessons are the con, Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation

Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation

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