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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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Add 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 to the inventory that you are selling on WonderClubX
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